LONDON, ENGLAND - NOVEMBER 12: at Picadilly Circus on November 12, 2025 in London, England. (Photo by Tom Dulat - UEFA/UEFA via Getty Images)
Tiered Seating and Scenic Finishes
When we were approached to create a bespoke tiered seating solution for a major European tournament launch in London, our team worked closely with the organisers to deliver a structure that combined style, comfort, and absolute precision. The brief called for a high-quality, football pitch-inspired aesthetic that would elevate the audience experience while meeting strict venue and safety requirements, delivered within a tight turnaround.
The Brief
The organisers required a fully customised tiered seating system for around 120 guests, with excellent sightlines to the live presentation and pre-recorded visuals.
The design needed to deliver a unified, premium finish aligned with the event’s creative direction, incorporating a small presentation stage on the basement level, integrated scenic finishes, and a carefully considered approach to safety throughout.
Our Approach
Steeldeck designed a bespoke tiered seating structure measuring to fit to scale, creating a tailored stadium look within a studio. All deck and tread tops were clad in green AstroTurf, chosen for its contemporary pitch-like texture. Aluminium stair nosing with white safety plates echoed field markings to deliver an aesthetically pleasing visual. We were also able to install our brand-new seating stock for this project, ensuring the highest level of comfort and presentation.
Additional scenic elements included:
- Timber fascia cladding across the front and sides
- Bespoke timber sleeves to finish the guardrails
- Black casement and ply fascia
- Vinyl-ready side panels for event branding
The finished structure delivered a clean, unified aesthetic that complemented the venue and ensured clear sightlines for every guest.
Additional Stage Installation
Alongside the main seating build, we supplied and installed a 3m x 2m stage on the basement level for presentations and photo opportunities. The stage was finished to match the overall scheme and designed to work within the venue’s lower-ground access restrictions.
Our installation required detailed coordination around venue logistics, including restricted door openings and integration with the red-carpet arrival route.
Outcome
The result was a polished, professional build that delivered both visual impact and practical functionality for a high-profile launch. Delivered on schedule and finished to the highest standard, the tiered structure became a standout feature of the event. The pitch-inspired scenic touches, combined with comfortable seating and clean architectural lines, created an elevated audience experience that left a lasting impression.
“We received a lot of positive feedback on the tribune and the finishing touches, so much so, the venue itself is interested in proposing this seating option to future clients. It was a pleasure working with you ahead of and during the event.”