Guidelines
Fulham Pier
Fulham Football Club had built a six storied hospitality space over the River Thames at their London Stadium. I produced a set of creative guidelines for all the separate interior teams hired to design the luxury destinations including a Spa, Hotel, 4 Bars, Rooftop Pool and 3 Restaurants.
The first stop on the project was creating relatable personas to help everyone to see the experience through different eyes. Once you know who your guests are you can walk through the space and map their experience against different experience modes.
A big part of the design strategy was to take the trends, insights and workshop results and distil them into design principles.
Finally I wrapped it all up in a compelling narrative that relates the design principles to the customer experience.
Client /
Fulham FC
Role /
Strategy
Art Direction
Branding
Year /
2020-21
