Arsenal Football Club unveils The Avenell Club

Arsenal FC’s state-of-the-art Emirates Stadium has undergone a major transformation over the last two summers, with capacity increased to 60,600 thanks to an additional row of seating at Club Level.

The 780 extra seats were constructed in the 2018 and 2019 close season, with the project completed on time this summer.

Every year since 2010, the club has made an investment on upgrading and renovating the GBP£390m stadium. Last summer Dial Square was introduced as a new dining experience, offering everything from fresh rotisserie chicken to pizza straight from the Premier League’s first open-flame pizza oven. This space has seen food and beverage revenues increase 105% since opening. 

This summer the last two areas to be updated on Club Level have been completed, again on time; Highbury Restaurant and Champions Bar. As always, much thought has gone into the design of the spaces, to reflect the club’s deep and rich history with many elements a nod to their former home on Avenell Road, the Arsenal Stadium. 

Arsenal FC have also introduced a new members’ lounge space, The Avenell Club, at Emirates Stadium. The private members’ club was constructed out of 14 executive boxes and offers a relaxed yet luxurious setting to enjoy good food and fine wines with a number of unique personalised details for its members. 

General Admission fans are vital to the club, both within Emirates Stadium and following the club domestically and internationally, so the club works hard to help them have the best possible matchday experience. TV screens were installed at the back of the lower tier last summer to ensure all fans can watch replays, even if they don’t have a clear view of the big screens. Pre-match food and drink promotions are also run to encourage supporters into the stadium earlier, and Arsenal continually reviews the food and drink offered and were delighted to welcome Camden Town Brewery this summer as the club’s official beer partner in the UK and Ireland.  

So what has been done?

The Avenell Club

14 executive boxes were transformed into one luxe lounge space this summer, which will become a home from home for its members. The private members’ club has panoramic views of the pitch and showcases locally sourced seasonal produce along with fine wines, champagnes and soft drinks.

The self-serve fridges and coffee bar offer members an informal yet superior matchday experience before stepping out into the stadium bowl to take in the action. The space measures 700sqm with a capacity of 217 seated.

An insight to some design details along with illustrative images are included as a reference point:

• A new structural mezzanine floor was been built over the top of the Emirates Lounge, which has never been done before in the stadium. 50 tonnes of structural steel support beams and 257 individually sized floor joists help finish off the new mezzanine, all this steel work came through the 1800 x 900 window and was installed in just eight days.

• Made to feel a continuation of the pitch, The Avenell Club features earth like tones with beautiful green Verde marbles, soft waxed leathers and clay toned Rombini tiles designed by French design duo Ronan and Erwan Bouroullec featured.  

• A premium feel with subtle storytelling elements, a countdown to kick-off is illustrated by an LED light display above banquette seating, with the lights pointing towards the pitch and illuminating one by one as kick-off approaches.

• Photographs line the internal walls and encapsulate iconic imagery from Arsenal Stadium. 

• There are several personalisation elements within The Avenell Club. A Members Wall measuring 2500 x 700mm features the name of all Members to join for the 2019/20 season, while each Member has a personalised coat hook and plaque with their name engraved in brass within the cloakroom. Images below are for illustration purposes only. 

• From the plaster pressed epicentre, to the marble etched tables, to the bespoke L.S. Lowery-esque Arsenal painting, all items are designed for Members to discover something new each time they visit.

Highbury Restaurant

Celebrating Arsenal’s original north London home at Arsenal Stadium – affectionately known as Highbury – Highbury Restaurant has been redeveloped this summer from a seasonal dining space offering an a la carte menu to a lively and informal street food market with burgers, burritos, Asian fusion and macaroni cheese on offer.

Taking modern inspiration from Highbury’s history, art deco style and enduring character, Highbury Restaurant is a unique space available to all Platinum Members without the need to pre-book. Highbury measures 1410sqm with a capacity of 505 seated.

An insight to some design details along with illustrative images are included as a reference point:

• As Members enter from Podium Level, the 1930s architecture still visible around the East and West Stands of Highbury today is incorporated with red timber panelling which leads guests up the escalator and on a fact-finding journey through the old ground’s history from 1913 to 2006. Key dates are cut out of brass, with accompanying text a brass effect metallic vinyl. 

• When entering the restaurant, two new giant LED screens are surrounded by a bespoke frame system representing the signage on the old East Stand above the Marble Hall gates with two large cannons and two white squares. Replicas are still on the old East and West stands.

• The large space allows for some great features and now hanging from the ceiling are replica oversized Marble Hall gates from Avenell Road. The gates were the entrance for all players and staff during the Highbury years. Hanging from the Marble Hall gates are 93 lights to represent the 93 years Arsenal played at Highbury. Thirteen of them shine brighter and larger to represent the 13 league titles won at Highbury. 

• In the booths along the side of Highbury Restaurant are 12 original bespoke posters which have been designed to capture the stories of the Firsts and Lasts of Highbury. Each one with a unique and different fact, from the number of pages in the first ever programme to pages in the last ever programme published at Highbury in 2006.

• As fans leave down the stairs the iconic typography from the East and West stands adorns the wall.  

Michael Artis, Strategy and Development Director at 20:20 said:

Highbury was such a special place for so many, it was important to capture it and bring a modern-day interpretation of it into Emirates Stadium as a place that fans can enjoy.

Portview Fit-Out crafted this new hospitality lounge for Arsenal FC, designed by 20.20, with the purpose of celebrating the football club’s rich heritage, whilst offering fans and families a fun and entertaining experience.

Over the years, Portview has worked on a number of stadia fit-outs to enhance the overall hospitality experience of world famous sport venues in the UK and Ireland.

Champions Bar

Champions Bar is one of four corner bars within Emirates Stadium on Club Level and has been redeveloped in collaboration with the club’s new Official Beer Partner for the UK and Ireland, Camden Town Brewery.

The facility offers a wide range of the North London brewery’s products, as well as a traditional food offering providing Members a unique experience in which to enjoy their matchday.

An insight to some design details along with illustrative images are included as a reference point:

• Amtico and tile flooring provide a premium finish to a light and spacious bar.

• A specially commissioned mural on one wall highlights a number of famous Arsenal moments whilst the other wall includes a selection of Camden and AFC themed artwork.

• The external wall to the corner bar gives a subtle nod to what lies within.

Make sure to check out the video interview Sports Venue Business conducted with Arsenal’s Head of Premium Sales, Service & Operations, Tom McCann, earlier this year…

ALSD International – Europe’s one and only event dedicated to the Premium Seat & Hospitality sector – is taking place at Croke Park Stadium in Dublin, Ireland, this October 28-29. Experts from across Europe and North America, including representatives from Portview Fit-Out, who are also an exhibitor (meet them on Stand #8), will be sharing insights as to how to increase revenues through new builds, renovations and service expansions, as well as via the latest F&B and technology offerings.

#ALSDInternational – Europe’s one & only event dedicated to the Premium Seat & Hospitality sector

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