Chelsea have seen their application to make changes to the outside of Stamford Bridge accepted by Hammersmith and Fulham council. The Blues have been approved to display a variety of signs, illuminated and otherwise, across a number of stands and the club megastore and museum.
The alterations will include banners on the west stand entrance that detail Chelsea's trophy successes and an illuminated club crest, along with LED boards placed on the megastore, while the Shed End will also receive signs denoting 'THE SHED END' and 'UNDER THE BRIDGE' in addition to an LED board.
The Matthew Harding stand will also receive an entrance sign while the ticket office will have what has been called a 'song mural'. Caveats include the time displays will be allowed to illuminate while the 'UNDER THE BRIDGE' sign will not be allowed to illuminate on the north side in order to insure that Brompton Park Cemetary is not impacted.
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The approval justification read: "The proposal would result in high-quality, visually attractive and proportionate signage to the front elevation of the subject building, which would be in keeping with, and would preserve the character and appearance of the surrounding area(including designated heritage assets). As such, there would be no harm to visual amenities, residential amenities or highway safety and the proposal would be in accordance with Policies DC1, DC8, DC9, T1 and CC12 of the Local Plan(2018) and Key Principles of the Planning Guidance Supplementary PlanningDocument (2018)."
While these are some smaller changes initiated by Todd Boehly and co, it is a similar strategy the LA Dodgers' co-owner has utilised before when refreshing his other sports franchises. Stamford Bridge has already seen matchday changes with facilities having extended opening times, additional food outlets being present in addition to extra television screens, in a bid to keep fans at the stadium longer, such is Boehly's vision for how British stadiums should be.
However, there remains the ambition for more comprehensive renovations with Chelsea co-owner Jonathan Goldstein suggesting in October that could happen within a year.
"We are looking very heavily at redevelopment," he said. "The planning process is something which we will start during the course of the next year. We'll hope central government will get behind it and see it as an engine for growth. The only problem, of course, is the management of interest rates because it makes it so much more expensive to develop."
However, the intention is to press ahead regardless. He added: "No, no, we'll carry on as fast and as hard as we can. It is a big project and there are very many constituents involved and we are at the beginning. But we will carry on because we believe in the business, in Chelsea FC and the area and we know, over time, Stamford Bridge needs redevelopment."
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