Tottenham Hotspur Stadium.

Dare to be different

Tottenham Hotspur Stadium
Tottenham Hotspur Football Club

Strategy
Audience Studies
Commercial Optimisation
Creative Workshops
Market Analysis
Venue Masterplan

Brand
Art Direction
Copywriting
Naming
Positioning
Visual Identity

Environment
Concept Design
F&B Experience
Sponsor Activation
Technology Integration

The Tottenham Hotspur Stadium, opened in 2019 on the historic site of White Hart Lane, is a cutting-edge venue with a capacity of 63,000. At a cost of £1 billion, it stands as the largest club stadium in London, purposefully designed for football, NFL games, and concerts. Its innovative architecture and multifunctionality set a new benchmark for modern stadium experiences.

I was tasked with developing a revolutionary strategy and venue masterplan for this state-of-the-art facility, focusing on retail and hospitality to create a year-round attraction. The design incorporates versatile spaces that offer diverse yet cohesive experiences, ranging from fine dining and parties to concerts — all inspired by the club’s famous motto, ‘To Dare Is to Do.’