St George’s Park is England’s new National Football Centre, located in Burton Upon Trent which will service all 24 of England’s teams and features two hotels.
Architect Red Box, which has designed the training complex, has also designed the identity, while Design Room Sport has designed environmental graphics and Love a series of installations.
The identity by Red Box shows the cross of St George depicted in two slashes of red colour.
Love was appointed by Umbro – the FA’s then kit sponsor – to create a series of installations for the facility. Umbro has now been replaced as kit sponsor by Nike.
A Love spokesman says the consultancy designed signage for the site as well as a series of installations.
Based on Umbro’s tailoring heritage, before its move into sport, the spokesman says 175 tailors dummies have been arranged in an installation ‘with bespoke designs, football kits and messaging.’
Using ‘old English oak’ a boot display set in diamond shapes – mirroring the Umbro marque – forms Perspex lid boxes containing boots, according to the spokesman.
Elsewhere there will be a shirt display designed by Love featuring graphics of famous shirts behind cases of replicas, from 1966 to the present day.
Design Room Sport creative director Billy Johnson says his consultancy has designed applied graphics, ‘around both the hotel and sports facility, including player areas, corridors, the FA offices, and League Managers Association areas.’