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AMERICAN EXPRESS COMMUNITY STADIUM, BRIGHTON
Wednesday 04 Jan 2012
KSS were initially appointed as architects by BHAFC to design their new stadium but this role expanded to a full service of re-branding, interior design and graphics.
The commercially aware client knew the wider opportunity of the Brighton location and quickly evolved the brief into a well rounded business model to trade the stadium seven days a week. The architecture of the stadium itself is utterly bespoke to the rolling downs location and folds itself fluidly in and out of the landscape. It has already received the Steel Award 2011.
For the interiors KSS evolved a bespoke contextual design to both reflect the Club's strong identity and sense of style and the location. The building physically reflects the Club core identity, the rolling South Downs and seaside location. Our personality profiling created the Club's design values of Open, Fluid and Quirky. These influenced everything within the offices, shop, restaurants and hospitality.
The stadium is a pure football club of course but to capture the widest possible non-match day market, particularly in a conference city like Brighton, all the hospitality areas are brand neutral. Each room is individually designed and cover capacity options from ten to five hundred.
From the wave form ceiling in the platinum lounge mimicking the rolling landscape, beach hut meeting rooms, to the different textures and fabrics used throughout they all intricately identify themselves as Brighton. Community engagement and personalisation is found through the wide range of artwork throughout the stadium which was sourced through a local artists competition, schools, fans, to children submitting their dreams, to an ode to the Honorary Chairman. After many years in a temporary stadium the owners, staff, fans, visiting fans and players all take immense pride and enjoy the very different and friendly experience of The Amex.
KSS Design Group