Sport & Leisure case study
Knightwood Lounge
St Mary's Stadium, Southampton FC
Six separate hospitality boxes became one premium bar and lounge. Knightwood Lounge is luxurious on matchday, a flexible event venue every other day of the week, and it puts the pitch at the centre of the room.
The Brief
- Client
- Southampton FC
- Location
- St Mary's Stadium, Southampton
- Sector
- Sport & Leisure: premium hospitality
- Size
- 6 hospitality boxes consolidated
- Scope
- Floor and wall finishes, joinery, furniture, FF&E
Luxurious, fun, sophisticated. Never just corporate.
Southampton FC appointed Parogon to consolidate six existing hospitality boxes into a single premium bar and lounge. The challenge was architectural and commercial at once: create one cohesive, premium environment without losing the pitch-side aspect that makes stadium hospitality worth paying for.
Maximising the glazing on the pitch-facing side was non-negotiable. And the venue had to work as a premium matchday product and as a flexible space able to compete for corporate events, private celebrations and brand activations all week.
The Thinking
A hospitality design commission, not a stadium fit-out.
The distinction matters. The brief called for a space that could sit comfortably alongside the best hotel bars and private dining rooms in the city, while keeping the one thing they can never offer: a view of the pitch.
Deep jewel tones, layered textures and bespoke joinery give the room depth and warmth, and avoid the clinical uniformity of standard corporate hospitality. That quality of environment is what justifies premium pricing and brings guests back.
The Build
Built for premium spend, from arrival to close.
A champagne bar, cocktail bars, roaming small plates and interactive chef stations create spend touchpoints right across an event. An integrated DJ booth takes the lounge into evening programming without temporary or intrusive installation.
Parogon delivered the full interior scope: floor and wall finishes, joinery, furniture, FF&E and the DJ booth, to one consistent standard of finish throughout.
The Result
6 → 1
Hospitality boxes consolidated into one premium lounge
7 days
Of commercial use, not just the matchday calendar
5+
Event formats, from away days to wedding dinners
On matchday it is a premium ticket and sponsors' lounge. The rest of the week it hosts corporate away days, training sessions, product launches, wedding dinners and seasonal celebrations: a multi-use commercial asset, not a matchday-only overhead.
