Jump Studios

Jump Studios-Designed ‘Multi-Experience’ Spaces Open at Tottenham Hotspur’s New Stadium

April 9, 2019

The new Tottenham Hotspur Stadium raises the stakes of hospitality offerings, emphasising the importance of creating an unrivalled match day experience for every fan, no matter what ticket they hold. Jump Studios designed a variety of ‘multi-experience’ interior spaces, working collaboratively alongside Populous, setting a new benchmark for stadium design.


The design approach takes the heritage of Tottenham Hotspur FC’s long history, with a number of spaces directly inspired by the club’s former White Hart Lane stadium that stood on the site for 118 years.

A host of general admission hospitality spaces – including a ‘market place’ of food and drink outlets, a members club and pub-style bars – are open around the ground and accessible to supporters regardless of where they are sitting in the stadium.

A palette of concrete, metal and reclaimed timber creates an authentic, raw and honest feel, intended to complement the authenticity of Tottenham as a place. The club’s signature blue is deliberately used sparingly throughout the interior spaces, instinctively highlighting key details – such as the wayfinding blades which lead from the concourse to the stadium bowl – and reminding spectators of where they are.

The Market Place

Jump Studios references the site’s original historic use as a market in the concept for the ‘true fan zone’ centre piece located underneath the 17,500-seat South Stand, which comprises:

– A 65-m-long oak-topped Goal Line Bar – thought to be the longest in Europe – which represents the width of the goal line.

– Four street-style food units (The Linesman, N17 Grill, Naan & Noodle and Smashed Olive) and a chicken shop bring a north London market vibe

– Stepped terraces providing seating for fans to enjoy a drink or a bite to eat while harking back to the old-style stadium seating

Also within the Market Place, the cool, contemporary feel of local start-up Beavertown Brewery adds a burst of colour with an on-site tap room and microbrewery – the first in a football stadium in Europe. Jump Studios worked collaboratively with Beavertown’s creative director to bring the edgy brand to life, with a rustic concrete-topped bar and neon lighting, merging the key elements of Beavertown’s branding with the familiar material palette from the stadium’s concourse.

Island bars

Around the ground, three destination island bars (known as the Shelf, the White Hart and the Dispensary) reinterpret the history of the site in a contemporary way. The White Hart and The Dispensary in the upper concourse reference local pubs, looking at a former brewery and the Tottenham & Edmonton Dispensary which formerly existed on the site.

The Shelf celebrates a stand in the old stadium (designed in 1934 by famed stadium architect Archibald Leitch), taking inspiration from its structure to create the shapes and patterns of the bar soffit design. Bricks from the old stadium create a new wall display and the materials used – reclaimed timber and metal – relate to those available at the time when the original stand was built.

Liam Doyle, Associate and Project Lead at Jump Studios, said:

“Our intention from the outset has been to reflect the heritage and history of White Hart Lane, while at the same time incorporating the best elements drawn from a modern hospitality landscape – from the diversity and immediacy of street food markets to the energy and excitement of London’s vibrant club and bar scene.”