07/09/2026
The football season is fully underway. The stands are full, the fans are excited and on any given matchday, anything can happen.
For stadium owners, that excitement creates a huge opportunity to maximise revenue from every supporter through the turnstiles. More fans, more demand and more opportunities to sell food and drink before, during and after the game.
We saw that opportunity at Birmingham City with Box to Box.
We dug beneath the stands to create a brand-new GA bar from nothing, transforming previously unused space into a high-volume matchday venue.
Located on either side of the Kop Stand concourse, it was built around one thing: getting as many fans served as quickly as possible. Multiple service terminals and a logistically efficient layout keep queues moving during the crucial half-time rush.
The finished space, with interior design by SpaceInvader, gives supporters somewhere to meet, grab a drink and escape the British weather before and after the game.
And it doesn't stop there. Box to Box is also used for community and midweek events, creating a revenue-generating space beyond matchday.
A great example of how previously unused space can become a high-performing stadium asset.