Sport & entertainment case study
The Dell
St Mary's Stadium, Southampton
- Client
- Southampton FC
- Location
- St Mary's Stadium
- Former use
- Ticket office and back-of-house
- Offer
- Pub, kitchen and social games
Southampton FC's old ticket office became a proper pub inside St Mary's, built to draw fans in and keep them there.
- Client
- Southampton FC
- Location
- St Mary's Stadium
- Former use
- Ticket office and back-of-house
- Offer
- Pub, kitchen and social games
Honour the heritage. Earn its keep.
Southampton FC appointed Parogon to turn underused space into a venue for matchdays and the rest of the week. The design had to reference The Dell, the club's former ground, while belonging naturally inside St Mary's.
Southampton FC
Heritage as a design tool.
Red brick and corrugated details reinterpret materials associated with the old ground. A continuous polished-concrete floor connects the pub to the concourse and helps footfall flow naturally.
St Mary's Stadium
A full pub offer in a compact footprint.
A statement bar and open-pass kitchen were engineered around the existing architecture. Darts and shuffleboards turn the room into a social destination rather than a simple bar.
Ticket office and back-of-house
Dormant space activated
The Dell's connection to Southampton FC is its advantage: it belongs to the club and cannot be copied elsewhere.
Pub, kitchen and social games
A fan who arrives for a pint stays for a game.
Dormant space activated
A redundant ticket office now works as a venue.
Spend kept with the club
Fans have a stadium alternative to city-centre hospitality.
Longer visits
Food, drink and games give people reasons to stay.
