ASM Global enters partnership with guest experience gurus


ASM Global has entered into a new, strategic partnership with multi-disciplinary venue strategists Forward Associates, and will work on a number of projects moving forwards. Forward Associates is also working alongside the ASM Global teams at Stockholm Live and Avicii Arena.

Forward’s History

Forward Associates says it brings agility, wide-ranging experience and areas of specialism from architecture to interior design, venue strategy to premium seat sales and marketing.

It was founded in 2015, and has  offices in London, Milan and Helsinki. Its current projects include the ‘All’ masterbrand initiative for Everton FC, and a sales showroom in Liverpool’s iconic Liver Building.

They have also been instrumental in supporting the new, transformative design at the AO Arena in Manchester as it undergoes a major £50m (US$65m) redevelopment and have completed projects for ASM Global venues in the US including the Desert Diamond Arena in Glendale, AZ.

Other transformative projects they have undertaken include The O2, Tottenham Hotspur, Aston Villa FC, as well as Koko and the Brighton Dome.

Further comment

“Demand for market-leading, cutting-edge guest experience is increasing at pace. Our teams are exceptional at what they do, and we need to continue to innovate in this space, always exceeding our guest expectations,” said Chris Bray, President of ASM Global Europe.

Roy Westwood, CEO of Forward Associates added, “With ASM Global’s international portfolio and reach, this is an exciting move for us, and we are very much looking forward to getting started.

Share this story:

About Author


Benedict is editorial assistant, social media manager and staff writer across several aviation, automotive and performance technology titles published by Mark Allen Business. He is a graduate of the University of Southampton and spends his free time organising comedy shows, playing basketball loudly and guitar quietly.

Comments are closed.