The new Riverside Stand is accessed via Gate 51, and you come out directly onto a decking area which overlooks the river and has food kiosks and live music playing.
One fan said it is like walking into a “posh garden party” – this is a space open to fans with general admission tickets.
Another entrance awaits those with ‘extra’ hospitality tickets and features a golden, well-lit spiral staircase serving various lounges up from the basement to the fifth floor where the pool is.
Architect Johnson says there is very little mention of Fulham, no memorabilia, and just a few logos or discreet black and white colouring, with one floor having fabric upholstery more fitting of a Dubai skyscraper than a football setting.
There are also private rooms with private balconies overlooking the river, where you can receive Fulham shirts signed by the entire squad on arrival.
The stand overhangs the River Thames and this is where the pre-match hospitality takes place with champagne or mimosas served on arrival.
The opening of the stand was substantially delayed from its original target date of September 2021 because of many factors that arose during construction, including the Covid pandemic.
Johnson added: “It juxtaposes with the historic Johnny Haynes stand which was designed by a hero of the sports architectural industry, Archibald Leitch.”
A unique offering is a creche for parents with children too young to enjoy the match.
Private members pay between £750 and £1,250 a year, with the creche, a spa, hotel rooms and a pool available.
That fee doesn’t include access to matches and Fulham say currently only around 20%-30% of members are interested in matches alongside their packages.
Mark Wooding, who has been a fan since 1962, said: “It is expensive but a wonderful stand. We need some hospitality and although some fans pay £3,000, only a few hundred fans are paying that. We have to co-exist with hospitality and it happens at all clubs. We have a 28,000 capacity stadium only and are trying to compete with Manchester United, Liverpool, Tottenham and Arsenal.”
David Clarke, a Fulham fan since 1958, said: “I understand that we need to raise as much money as we can to compete at a high level and for the team to succeed. I am happy enough with what we have got but it is not cheap.
“The disappointment is that when you pay £1,200 or so for a season ticket, you feel like there are a lot of good places you can’t go to. We have good bars down here but it would be nice to be let into even the lower hospitality levels.
Darby Goede added: “I love the Riverside Stand. We try to get here at least an hour early to enjoy the £3 pints (available to non-hospitality fans until an hour before kick-off) and the river.”
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