Champions Place, West Ham United
West Ham United
A supporter walkway that places club legends and fans side by side.
West Ham United appointed our team to deliver Champions Place, a large scale personalised stone installation beneath the stands at London Stadium.
The completed scheme features more than 12,000 engraved stones and forms a visible, lasting part of the matchday environment.
The Challenge
West Ham United required a personalisation scheme that reflected the club’s heritage while operating as a structured, high volume supporter programme.
The installation needed to combine personalised supporter stones with permanent tributes to former players, creating a cohesive narrative within the stadium footprint. It also had to manage significant order volumes while maintaining accuracy across thousands of individual inscriptions.
The club needed:
- A design rooted in West Ham’s identity
- Integration of player tributes within the walkway
- A reliable and scalable supporter sales platform
- Accurate engraving and installation at volume
- An experienced delivery partner capable of managing the full process
The Solution
The team planned and delivered the Champions Place scheme from concept through to installation, working closely with the club.
Heritage embedded in the design
The walkway was structured to place personalised supporter stones alongside tributes to club legends, including Bobby Moore, Geoff Hurst and Sir Trevor Brooking. This created a continuous installation linking the club’s history with its fanbase.
Built to handle demand
A bespoke e-commerce platform enabled supporters to personalise their stone online, selecting their crest and message. The system was designed to manage high volumes while maintaining clarity and control throughout the ordering journey.
More than 10,000 stones were engraved and installed. Every inscription was checked prior to production to ensure consistency and accuracy.
Delivered end to end
The team managed production, engraving and installation, coordinating closely with stadium teams to align with operational requirements. Supporter enquiries were handled throughout, reducing pressure on internal club staff.
Replica stones were also offered in branded presentation boxes, providing an additional keepsake and incremental revenue opportunity.
Heritage embedded in the design
The impressive fan walkway was structured to place personalised supporter stones alongside tributes to club legends, including Bobby Moore, Geoff Hurst and Sir Trevor Brooking. This created a continuous installation linking the club’s history with its fanbase.
Built to handle demand
A bespoke e-commerce platform enabled supporters to personalise their stone online, selecting their crest and message. The system was designed to manage high volumes while maintaining clarity and control throughout the ordering journey.
More than 10,000 stones were engraved and installed. Every inscription was checked prior to production to ensure consistency and accuracy.
Delivered end to end
Intaglio managed production, engraving and installation, coordinating closely with stadium teams to align with operational requirements. Supporter enquiries were handled throughout, reducing pressure on internal club staff.
Replica stones were also offered in branded presentation boxes, providing an additional keepsake and incremental revenue opportunity.
The Results
Champions Place delivered:
- Over 12,000 personalised supporter stones
- Permanent tributes to West Ham legends
- A structured, high volume supporter sales programme providing a fresh revenue stream
- A permanent commemorative walkway within London Stadium
- A visible integration of club history and supporter presence that invokes a real sense of pride
The walkway now stands as a lasting feature of London Stadium, recognising both the players who shaped the club and the passion of its supporters.
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