Newcastle United FC

Elevating matchday experience at St. James’ Park

Sports, Hospitality, Stadium, Interiors, Graphics, Branding, Storytelling

In spring 2023, Newcastle United FC asked us to help them set a new benchmark in hospitality at St. James.

As one of the oldest football grounds in the UK, the stadium and club are steeped in history. Tasked with redesigning two existing spaces, The Gallowgate Suite and The Leazes Bar, our design needed to blend the Magpies’ storied past with an elevated guest experience.

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Inspired by The Gallowgate’s unparalleled views of both the city and the pitch - The Rooftops with Fenwick takes an incredible yet underused space and transforms it into a VIP brand experience. Celebrating the cheers that have rolled over the surrounding rooftops since 1880, it offers “the passionate Geordie” the ultimate in match-day luxury.

A homage to Newcastle United’s legendary wingers on the pitch and the club’s iconic magpie, WINGS is a compelling new hospitality proposition. Sold on a match-by-match basis - this relaxed, modern bistro setting is the perfect perch for fans to watch their team saw to new heights.

With guest journey and experience being paramount, both spaces had a complete upgrade of all facilities to the highest standard, as well as enjoying their own private branded entrances.

“We are driven by the highest standards at Newcastle United, and working with 20.20 was a simple decision. 20.20 took time to understand the club, its fans and our heritage, and they delivered original thinking into two exceptional concepts that have raised the bar at St. James’ Park.”
Peter Silverstone, Chief Commercial Officer

Opening summer 2023, The Rooftops with Fenwick sold out for the season in record-breaking time, with WINGS close behind.

Both spaces have been shortlisted for The Stadium Business’ 2024 Innovation Award.

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