Executive Summary
New ultra-premium restaurant within British landmark stadium
In Spring 2024, 20.20 was appointed to help Aston Villa redevelop its premium hospitality offer, aiming to provide guests with a broader selection of fine dining and exclusive experiences ready by the start of the following season – the Club’s 150th Anniversary Season.
The Oak Room was inspired by the original Oak Room, which was the first-ever restaurant within a football stadium. It celebrates the Club’s proudest historic memories, showcasing the 1982 European Cup, the original Football League Trophy and the FA Cup. The space is warm and atmospheric despite its double-height glazing and open ceiling; the walls are finished in timber panelling and ceramic tiles, the floor with natural stones and patterned timber; Italian mosaics surround the bar, and the original stained glass windows divide the space. The space feels contemporary yet rich in history.
Submitting Organization: 20.20 & Aston Villa FC
Photo Credits: Guy Archard
Detailed Nomination
The biggest challenge for designers within this sector of hospitality is the diversity of audience; from business associates, to party guests and football fans. The club has to consider its matchday audience and non-match day client. Function rooms within hotels are somewhat similar, but with football fans; they live and breathe their football club, players and the performance on the pitch.
The design and layout has to flex meanwhile be evocative, enriching, entertaining and memorable. Jon Lee, Executive Creative Director at 20.20 said ‘Villa Park is steeped in history and when it came to our part in bringing elements of history and unique details into the design, we were spoilt for choice. It’s been a wonderful journey learning about the richness of the club and we are delighted with how the design of all the spaces has come together.” The Trinity Stand was the grandest of its time featuring Italian mosaics, stained glass windows and Dutch gables in the design of the nearby Aston Hall, a Jacobean stately home.
The scope for this renovation spanned seven spaces overall, all requiring unique narratives, design concepts, custom furniture and most importantly, beautifully layered storytelling. Working hard within the physical constraints of Villa Park, 20.20 were able to create concepts and spaces that optimised occupancy levels and operational efficiency, ensuring they deliver according to the Club’s business model and most importantly, providing a level of service to underpin the new premium guest experiences.
Ashley Macfarlane, Design Director at 20.20 who led the design team said “We thoroughly enjoyed working with the team at Aston Villa to re-design the spaces while instilling deep narratives for this unique and dedicated audience. The design experience throughout the seven spaces has been reimagined, they are now all much fresher, beautifully laid out and have a modern take using classic materials. We wanted to inspire new memories while telling stories of old.”
