Tasked as Fulham FC’s AV partner, proAV implemented an end-to-end solution across every level of the reimagined stand. From immersive LED feature walls - such as twin 10.8m-wide LG displays in the main concourse - to discrete AV integration within fine dining environments which balances technical precision with architectural sensitivity. Public areas, members-only lounges, terraces, and event suites are all enhanced through dynamic displays, zoned audio, and centralised control, enabling seamless content delivery for live broadcasts, ambient branding, and bespoke events.

A standout feature is the installation of 13 outdoor-rated digital totems along the riverside promenade, drawing year-round footfall and extending the venue’s commercial reach beyond matchdays. AV is embedded within custom joinery and furnishings to ensure technology is present only when required - preserving premium aesthetics while remaining functionally robust yet flexible.

At the heart of this innovation is the Orange Box, a fully reconfigurable space that exemplifies AV agility and commercial versatility. On Club matchdays, this area becomes known to Fulham fans as ‘The Dugout’, serving as an exclusive hospitality sports bar, powered by a 10.8m x 2m LED wall and multiple display arrays, delivering immersive live content and pre-match coverage. Beyond game days, it effortlessly transitions into a multifunctional venue for cinema nights, private dining, live music, or corporate events - featuring retractable tiered seating, a concealed stage, mobile control desk, and zoned AV capabilities controlled via simple pre-sets.

Originally designed as a static event space, the Orange Box evolved mid-programme to meet new operational demands. proAV responded with on-the-fly design adjustments and technical adaptations - all while navigating construction challenges and over 60 design variations across the project. This flexibility and service-led approach ensured critical spaces launched in time for press, sponsor, and matchday milestones.

The result is more than a stadium expansion, Fulham Pier is a blueprint for the modern sports venue. With scalable, high-performance AV at its core, this world class facility offers Fulham FC a commercially viable, immersive, and flexible destination - delivering premium experiences and unlocking new business models seven days a week.