This project is our second collaboration with Football Taverns Ltd, a group known for transforming sports venues into immersive fan experiences across the UK. They share our commitment to designing spaces that embody the heart and soul of local clubs, providing fans with a place they can call their own on match days and every other day of the week.
We needed to embody the spirit of The Jack Army, with a versatile and flexible space that provides dining, bar and entertainment zones that are both functional and meaningful. Located in Salubrious Place on Little Wind Street, The Swansea Jack sits opposite the Swansea Museum and Morgan’s Hotel, a prime location in the heart of the city.
The challenge in creating a sports bar that will serve crowds on match day, is that it also needs to serve everyday visitors the rest of the time. Creating zoning helps to maximise functionality while ensuring the venue can expand to demand.
To create these spaces, we have to look to the past to ensure we are honouring the legacy of players and fans of the past, while looking to the future at current trends in hospitality design.
The concept draws inspiration from Swansea City AFC’s visual heritage, utilising a bold monochrome palette, impactful typography, and a strategic use of light and shadow to reflect contrast and depth. Graffiti, retro tiling, and raw finishes echo the club’s “glory days,” bringing together memory, materiality, and modernity in one cohesive environment.
We recently completed the Sky Blue Tavern in Coventry, which is an iconic collaboration between Football Taverns Ltd and Coventry City FC. Black Ivy Design is known for creating iconic spaces that capture the fan experience and provide a home for supporters. Continuing this partnership was a natural progression as they set their sights on creating a fan space for Swansea City FC fans.
Football Taverns share our commitment to designing spaces that embody the heart and soul of local clubs. Our work together allows us to create something that feels like a gift back to the supporters, a way of saying thank you for their unwavering dedication.
The venue boasts a mix of flexible dining, bar, and entertainment zones, all crafted to serve both match-day crowds and everyday visitors. Whether hosting live sports, community gatherings, or casual dining, The Swansea Jack was designed to be as functional as it is meaningful.
