Hidden beneath the Kop stand at Birmingham City FC’s St. Andrew’s Stadium was a forgotten space filled with rubble and dirt. Today, that same space has been transformed into Box 2 Box, one of the largest stadium bars in Europe.

This incredible transformation was part of a larger project led by Dawnvale, tasked with enhancing the fan experience under the club’s new ownership. Over the course of 12 weeks, Dawnvale completed seven hospitality suites, three kitchens, and several adjoining areas.

This is a perfect example of how dawnvale can transform overlooked areas within a stadium into key revenue generators.

FROM HIDDEN GEM TO HOTSPOT

One of the most impressive aspects of this venue is its dramatic transformation—from a hidden, rubble-filled space under the stands to a fan-favourite destination. Previously a solid brick wall passed by thousands on the concourses, this area has been opened up to reveal a sleek, modern bar space.
For more details on the construction click here.

STREAMLINED BAR EXPERIENCE

With space for up to 13 station, this bar is designed to provide highly efficient service for hundreds of fans passing through on match days. Behind the bar, multiple fridges and heated banquet cabinets ensure a range of food options is readily available, allowing for faster, more seamless service. It’s all about expedited service and a better experience than ever before.

DURABLE FURNITURE FOR FANS

This area would see the most traffic on match day and as a fan bar, we created some bespoke furniture through out that could stand up to the celebrations of winning a match.
All the tables were fabricated from steel box section with a solid timber top, with Bespoke, poser shelves lining the walls around the area too.

GOALPOST ENTRYWAY DESIGN

What was once a brick wall—passed by thousands on both the left and right concourses of the Kop stand—has now been removed to open up a sleek, modern bar space. Custom-designed goalpost entryways, crafted in-house and lined with LED lighting, frame each doorway, creating a bold, stylish entry into this exciting new venue.

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