Finding Fulham pier

Fulham Football Clubs stadium

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Fulham FC’s supporters and visiting fans and have no trouble getting to Craven Cottage stadium on match days. But on non-match days, without hundreds of other pedestrians all walking in the same direction, the stadium is much harder to find.

And that’s a challenge because the football club has exciting ambitions to become a new leisure destination. Fulham Pier, located at the stadium’s southern stand, is being transformed into a new leisure destination in its own right, offering restaurants, a hotel and a spa outside of match days.

Located right on the north bank of the river Thames, Craven Cottage currently breaks the Thames Path, a 185-mile National Trail that follows the river from its source to Woolwich in east London. Users must divert away from the river but, once open, Fulham Pier will connect the route between Putney and Hammersmith Bridge, significantly improving legibility along the river.

The key challenge here is that the stadium is tucked away, within a high-density residential area between Fulham Palace Road and the River Thames, limiting any views of Craven Cottage until you arrive. And without sight lines of the stadium to give directional cues, it’s hard to navigate the tight knit urban form.

Our role is to identify some key wayfinding interventions to help highlight and activate the key routes from public transport hubs and key pedestrian routes to the ground and raise awareness of Fulham Pier as a destination.

Usually, buildings of this scale sit within a similar-scale urban environment with areas of open space marking its presence.

Fulham Pier’s location can seem tucked away, however this can also provide an opportunity. Through effective wayfinding that builds brand awareness, we can present the destination as an exciting and unique place to discover…

This a fascinating and challenging project where we know we can add real value.

Guy Warren, Design Director

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