20|20’s longstanding relationship with Arsenal FC continues as the club officially opened their new look and redeveloped Club Level at the Emirates Stadium last weekend in time for the first Premier League home game of the season against Blackpool.

The London based design agency has worked with the Premier League outfit on various design projects over the last eight years including, a new club crest, the Armoury (club shop), the exterior core graphics and the award-winning Diamond Club.

This latest project was to enhance Club Level – a premium tier of 7,000 seats. The area opened in 2006 and set a new standard for how Gunners fans could watch their team. As a forward thinking club, however, Arsenal decided it was time to redefine these standards and look at how the space could better fulfill its full potential as a premier area from which to watch football.

20|20 were asked to look at the existing Club Level to identify the development opportunities and by interviewing fans and watching the flow of activity on a match day, have designed and produced what is going to be a first for football stadia.

20|20, who are a strategic design agency, based the designs around a celebration of the club’s past and present successes. This is brought to life using the achievements of the club’s two most successful managers – Herbert Chapman, who brought Arsenal their first major trophy and set them up to be the dominant team of the 1930s and Arsené Wenger, the club’s longest serving manager who has won 3 Premier League titles and four FA Cups.

Working with 20|20 is Belfast based fit-out specialists Portview, a company with vast experience in the delivery of quality, high specification projects. Also Viaduct, who developed the furniture package with 20|20.

The developments see the Woolwich suite in Club Level being divided into four distinctive areas – a buffet dining restaurant, a stylish bar, a high quality lounge and an exclusive à la carte restaurant named the WM Club, after Chapman’s revolutionary 3-2-2-3 WM formation, which will provide an unrivalled fine dining experience in sports stadia.

There is also the introduction of a luxurious new restaurant called The Foundry, which offers a buffet dining experience across two intimate spaces. The Foundry continues the celebration of past and present with contemporary lighting, furniture and finishes, contrasted by rich timber panelling and deep buttoned leather upholstered booths.

The enhancement also includes the refurbishment of the Legends Bar, which offers Club Level members the ultimate sports bar experience. The Legends Bar has been transformed into a stylish bar inspired by some of Arsenal’s all time greats whose portraits will decorate the elite area.

20|20 Creative Director, Jon Lee said: “Over the years we have been able to create and deliver new thinking on how a football club can best serve its loyal fan base. The trust Arsenal Football Club has installed in 20|20 has allowed us to work with them to develop a unique offer that will completely change the traditional match day experience. This will set a standard that others will follow but it is just the beginning.”

Pictures © Copyright Philip Lee Harvey
Source: 20 l 20

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