Leeds United – Elland Road Stadium

Background

Since 2018 we have been involved in three renovation projects inside Elland Road stadium, each involving the hospitality lounges and premium matchday experiences available to Leeds United supporters and their guests.

Italian business man Andrea Radrizzani purchased Leeds United football club In the Summer of 2017. Following the purchase of the club the new owner quickly re-purchased the famous old stadium Elland Road and immediately set about upgrading one of the best-known traditional stadiums in English football.

One of the key developments took place in the East Stand of the stadium with the Lord Harewood Suite and Chairman’s Suite combined to create a luxurious new facility. The exclusive pitch view restaurant formed a brand-new hospitality concept for Leeds United known as The Legends Club.

The idea behind the Legends Club was to allow guests to watch the games in the best possible setting alongside some of the most famous faces from the club’s Champions League era in a world class hospitality facility. Glazed partitioning was fundamental to the design of the lounge with modern, floor to ceiling glazing allowing guests optimum views out to the football pitch. The lounge would directly lead out to the corporate seating areas outside meaning new glazed doors need to allow for in and out access, a flush threshold, the option for modern screening and the ability to open up the lounge on warm days.

Fast forward to 2021 and 2024 and the turbulent experiences of owning and supporting a football club saw redevelopment work take place following Leeds United’s promotion to the Premier League & the return of fans after the pandemic, a very similar brief to once again transform the fans matchday experience would see us provide even more products, but this time into the South stand of the stadium.

After suffering relegation Leeds United was purchased by the 49ers Enterprises in 2023 who have attracted high profile investors to purchase stakes in the club including actors Will Ferrell and Russell Crowe, sports stars including Michael Phelps and global brand Red Bull, with the 49ers commitment to increasing the commercial revenues within the stadium we were once again commissioned to help transform the existing level 3 executive boxes in the East Stand into something new and exciting.

THE LEGENDS LOUNGE

Delivery

Having supplied products to other hospitality areas within the ground, Leeds United contacted us seeking our expertise again to install our bespoke products but this time for the new Legends Club.

After a showroom consultation we agreed that the ideal solution was our premium XP View bi-folding doors complete with hard wired, remote control operated integral blinds. The three areas within the lounge each span 6.4metres x 2.2metres high so without altering the structure of the stadium we installed the following products:

Product Used

• 4 x 3300m x 2200m three panel XP View bi-folding doors.
• 4 x 1550mm x 2200mm fixed picture windows.

We also replaced the existing white fascia’s with our own bespoke pressings to ensure a cohesive look throughout the entire span of the lounge when viewed from the outside. To add even more of a wow factor, we led the designers away from choosing the products in white, instead choosing one of our exclusive Elite colours in Tempest which looks both striking and stunning whether sat within the lounge or in one of the different stands in the stadium.

The project has been a resounding success with the new lounge looking stunning and achieving its objective of offering a completely unique matchday and restaurant experience within Elland Road stadium.

East Stand Peacock Club

The owners at Leeds United were so pleased with the Legends Lounge that they wanted to replicate similar experiences within the stadium. In the Summer of 2024 the decision was made to convert several level 3 executive boxes into one large pitch view hospitality lounge. The space was complex with differing floor and ceiling heights, plus the requirement to close off the kitchen space and allow access to the stadium so we manufactured and installed a huge odd-legged curtain-walling screen with blanking panels to cover off the varied ceiling heights and differing leg lengths to accommodate various step downs and floor levels.

The curtain-wall screen affectively forms the structure of the space and within it we have installed access doors so visitors can get to and from the stand, plus sliding doors which act as windows, allowing the space to be opened up to soak in the full atmosphere of the stadium. Twin track sliding doors have been installed and a huge six panel, triple track sliding door, which forms a central feature within the space. We have also installed integral blinds so the lounge can benefit from privacy while removing the pitch from view also means that visitors can consume alcohol in lead up to the game and at half time.

This project is a great example of how our bespoke solutions can be adapted to suit any space whether it’s in a 100 year old football stadium or a newly built home.

The South Stand Executive Boxes

The limited capacity of the Legends Club & the additional funds available to the club following promotion to the Premier League led Leeds United to apply similar principles to other hospitality areas within the stadium. Once again, the matchday experience has been transformed by using our bespoke products to improve all the corporate hospitality boxes in the South stand.

The existing PCVU windows were ripped out of every box within the stand, and all replaced with our folding windows in 7016 anthracite grey. Ideal for a commercial setting all the windows contain integral blinds in the same RAL colour allowing the boxes to be screened off for privacy at half time and pre & post-match. The windows look sleek & contemporary, but the true benefits are seen when the windows are fully opened instantly pumping the Elland Road atmosphere into the box & given the occupiers the very best of both worlds. A warm, comfy setting with a fantastic uninterrupted view of the game but with the full benefit of being housed with the fans to feel, enjoy, and add to the raucous atmosphere within Elland Road stadium.

Quality that’s perfect for commercial & domestic use

Our bespoke bi-folding doors, windows and sliding doors are of such premium quality that they’re ideal for commercial heavy usage such as this, and of cours ideal for residential use also. The key factors that made our bi-folding doors perfect for The Legends Club & the South Stand, mirror the many of the same requirements our clients have for their extensions, new-builds and renovations.

Adapting our sliding doors and bi-folds to act as windows is also something that can be replicated in residential properties and our skill and experience in working with commercial curtain-walling is also a great benefit as curtain-walling is becoming increasingly popular in luxury homes as huge spans of glazing can house entrance doors, create entrance atriums and panoramic glazing that can span several floors.

You can check out all of these installations if you’re fortunate enough to get hospitality tickets in any of the lounges and while visiting the stadium you can see where all our products are made as we’re literally less than a mile away from the famous stadium.

For more inspiration please explore our online project case studies or visit one of our showrooms.