From Stadium to Storytelling, Transforming Hospitality at Birmingham City F.C.

Stadiums are no longer just places to watch football, they’re evolving into cultural landmarks. Spaces where identity, emotion and experience intersect. And at Birmingham City F.C., we’ve been proud to help shape that evolution.

Over the past few years, we’ve worked alongside the club and build specialists Dawnvale to reimagine what football hospitality can be. Our latest phase at St Andrew’s @ Knighthead Park was delivered at pace, a fast-track 12-week programme that introduced seven new hospitality suites and a series of reconfigured interior spaces built around fan connection and club pride.

From The Garrison, which channels bold local character, to The Boardroom, a fine-dining experience with views over the pitch, to The Jewel, inspired by Birmingham’s iconic Jewellery Quarter each suite offers a distinct identity while contributing to a unified matchday journey.

This isn’t just about aesthetics. It’s about strategy. The project reflects a broader shift across UK football, where fans now expect more than a seat, they expect experience. Chef-led dining. Comfortable, flexible spaces to connect. Interiors that speak to heritage and ambition.

And now, this transformation is reaching screens worldwide.

Our work at Birmingham City F.C. is featured in Built In Birmingham: Brady & The Blues, a new Prime Video docuseries chronicling the 2024/25 season under the ownership of Tom Brady and Tom Wagner. With unfiltered access to players, fans and behind-the-scenes teams, the show puts the stadium and the spaces within it, firmly in the spotlight.

At SpaceInvader, our approach is always people-first. We don’t just design environments, we design experiences that reflect who people are, how they feel, and where they want to be. The transformation at St Andrew’s is a powerful example of that ethos in action.

Want to see it for yourself?

Built In Birmingham: Brady & The Blues is now streaming on Prime Video.