Strategic retail design consultancy 20.20 has completed work on an innovative project with Arsenal Football Club, creating a unique hospitality space at the Emirates Stadium in London.
Reimagining the existing Royal Oak space as a proper Arsenal bar, 20.20’s leisure design specialists were tasked with creating a hospitality space that brings to life the Club Level space at Emirates Stadium as part of the continued ‘Arsenalization’ work.
Spanning 15,000ft², the team has created a space that pays homage to the most important bar in Arsenal Football Club’s history, the Royal Oak pub in Woolwich, which is credited as being the official birthplace of Arsenal FC.
Welcoming circa 2,000 Arsenal Club Level season ticket holders on a match day and drawing influence from a traditional Victorian public house, one of the most unique features of the Royal Oak is a bespoke tiled floor mosaic representing the original cannon from the 1922 club crest. The main bars have been transformed with brass tops and even a bell to call time, and there are also new bespoke ales with Arsenal’s own Founders Ale on offer. The Arsenal story is fabricated into the space to tell the early history of the club.
“Our team worked to create a space with a premium feel whilst also incorporating a pub which has close connections to Arsenal fans’ hearts,” comments Jon Lee, creative director at 20.20.
“When creating an environment such as this, it’s important to ensure that the design emphasizes what the football club is all about. We wanted tradition but with a modern twist, while also showcasing the history of this great football club.”
Michael Artis, director of leisure added, “We have created a beautiful premium space, which reflects the exclusivity of the Club Level season ticket. Further to this, the space has the versatility for multipurpose use and offers fantastic views of the pitch.”
Alongside Arsenal Football Club, London-based 20.20’s leisure client base includes Whitbread, Rank and Liverpool Football Club.
September 11, 2015
