Anderson + Prescott have worked alongside Swindon Town Football Club to develop an inspiring new vision for the Don Rogers Stand. Swindon Town Football Club has long been at the heart of the local community, a source of pride, passion, and shared memories for generations of supporters. The Don Rogers stand, named in honour of one of the club’s greatest ever players, is more than just a structure; it represents a legacy and a commitment to the future.
The proposal is about creating a destination space that better serves fans, enhances matchday and non-match day experiences, and secures long-term sustainability for Swindon Town Football Club as part of the broader vision for the long-term regeneration of the Nigel Eady County Ground.
An iconic new Reception Building housing new and expanded hospitality facilities will stand as an impressive new “front door” to Swindon Town FC with improved visibility from the Magic Roundabout and from Shrivenham Road. The appearance of the proposed building will become the new visual identity of the club, reflecting their ambitions and aspirations as a high quality sports and leisure destination.
PROPOSED DON ROGERS STAND RECEPTION BUILDING
The Don Rogers stand offers the first glimpse of the Nigel Eady County Ground from the Magic Roundabout, one of the principle gateways to the town. This aspect is currently a blank façade with a tree screen planted to conceal the stadium.
We proposed an iconic new Reception Building positioned centrally along this façade which will provide a welcoming new arrival experience for general admission fans, season ticket holders and hospitality guests. The Reception Building will accommodate a new fully glazed café / bar with an external spill out area for all fans to enhance their match day experience as well as new WCs and stairs and lifts to the upper levels.
By opening up the ground floor in this way we are able to draw natural daylight into the concourse and significantly improve the pre and post match hospitality offer as well as the half time experience. At first floor level we are able to expand and configure the space available for hospitality into a more useable functional shape so that conferences and other functions can be catered for on match days and on non match days.
A number of pitch view corporate boxes are positioned along the north side just above the steps to the lower concourse. These boxes along with the hospitality suite are vital to creating future revenue streams for the club.
PROPOSED GROUND FLOOR PLAN
PROPOSED CONCOURSE RENOVATION
PROPOSED FAN VENUE
PROPOSED FIRST FLOOR PLAN
EXISTING STAND SECTION
PROPOSED STAND SECTION
PROPOSED HOSPITALITY SUITE
PROPOSED CORPORATE BOXES
PITCH VIEW OF DON ROGERS STAND
PROPOSED RECEPTION BUILDING
Externally, we proposed a glazed façade with a laser cut metal cladding sun screen to the first and second floors. The laser cut pattern within the cladding is inspired by the retained tree foliage either side. From the Swindon Town FC colour palette we have selected gold as the cladding colour and this will help identify the new venue as a place of quality and competitive success.
The new façade faces south and the gold surfaces will reflect the sun in an eye catching way, significantly enhancing the currently bland blank façade in the important gateway location. At night time and when winter evening matches are scheduled the interior surfaces which are predominantly red in colour will glow through the façade acting as a warm and welcoming invitation to fans and guests. Along the top of the façade, small red feature lights which can be set to different timing patterns animate and activate the façade and as the cladding pattern reflect the trees, these light represent “Robins” in the trees.
The new Reception Building will act as a landmark for the club and help to significantly improve accessibility and connectivity with the fans and the local community. By replacing the blank featureless facade with a permeable glazed frontage we will invite neighbours into the heart of the club both on match days and just as importantly on non match days.
PROPOSED RECEPTION BUILDING - DAY TIME PERSPECTIVE
PROPOSED RECEPTION BUILDING - NIGHT TIME PERSPECTIVE "ROBINS IN THE TREES"
CLICK TO SEE THE POTENTIAL FUTURE MATCHDAY EXPERIENCE
Type
Refurbishment + Extension
A+P Sector
Hospitality
Location
Status
Planning