NOTE — This project was developed as part of the team at 20.20



After the 2012 Olympic Games and following West Ham United's move into the Olympic Stadium, 20.20 was appointed to design permanent hospitality spaces at the iconic venue. The challenge involved balancing the requirements of very diverse stakeholders such as WHU, UK Athletics and Newham Borough Council, while developing inspiring spaces that were sensitive to the venue's heritage and fit for the E20 destination's future legacy.

This page shows the spaces designed for Platinum Level in detail. View full project overview here.


The Arnold Hills

This is an exclusive space devoted to West Ham United's founder. Hills' project for the Memorial Grounds at the turn of the twentieth century was more than a space for the Thames Ironworks societies; it was a true centre for sport made accessible to the wider London community. The Arnold Hills pays homage to a man whose (almost Olympic) vision for East London began to realise in 2012 at the Queen Elizabeth Olympic Park and continued with West Ham United's move into its new home.


The space is filled with visual narratives that celebrate the origins of West Ham United and Hills' contributions as Manager Director of the Thames Ironworks and Shipbuilding Co. and later founder of the team.

The overall tone is premium and understated, inspired by the industrial roots of the club.

The Royal East

This space celebrates the iconic events and incredible achievements that East London has inspired and continues to be inspired by. The Royal East references a history rich in royal connections – from the Royal Docks to the Boleyn Ground –, exploring the collective experience of both the Newham and West Ham United fan communities.

The Royal East is a future-facing tribute to stories that have left indelible marks and to the ones that are yet to be accomplished. This is reflected by the 'storyline' traced along the perimeter of the space, which links all the visual narratives together while symbolising a clean, inspiring horizon line.


With an offer similar to The Arnold Hills, both identities are visually aligned. The construction of The Royal East's monogram shows the 'R' (referencing the heritage and royal connections) looking at the past, while the 'E' (symbolising the potential of East London) looks at the future.

BM6 Lounge

This exclusive box lounge is devoted to West Ham United's iconic legend Bobby Moore. While the captains' most widely-known feats are celebrated across the other spaces in the Stadium, this intimate room takes a closer look at the football hero and at the aspects that made Moore unique.


The identity, constructed with 6 strokes, references Moore's everlasting link to the number 6.

Amongst the stories developed for the space are quotes by those who knew him best, inspiring narratives and graphic visualisations of Moore's mastery and technique.


All images © 20.20 Ltd / Pablo Funcia 2014