Manchester City FC have unveiled a new trial design for their platinum level corporate boxes at the City of Manchester Stadium, dubbed the ‘corporate box of the future’.

For last night’s match against Stoke City, two boxes were cleared to make way for the installation of two, 8ft high by 11ft wide, bespoke sets sponsored by Heineken and Harvey Nichols.

The “his” box is inspired by Heineken’s ‘walk in fridge’ advertising campaign and is billed as a chill-out zone, housing 350 chilled bottles of beer (pictured).

The Harvey Nichols box features over 100 pieces of designer clothes, jewellery, handbags and shoes from labels including Jimmy Choo and Christian Louboutin. On matchday, guests will be able to enjoy a range of complimentary beauty services including: professional makeover sessions, manicures, head massages and Shu Uemura eyelash applications, over a sumptuous Harvey Nichols afternoon tea.

The club stressed that this is a trial run as it looks to increase the range of “matchday experiences”. More initiatives will be introduced for the start of the 2011/12 season.

City’s new corporate marketing manager Justice Ellis, said: “The objectives were two fold; to create a fans’ tribute to the walk-in fridge commercial, while working with two business partners to create the corporate box of the future.

“We know our customers value a bespoke and unique experience every time they visit. This concept turns the traditional corporate box on its head, showing that anything is possible in creating an experience that excites and engages.

“This is a first in football hospitality. We will be showcasing the concept to the club’s business partners over the course of the summer.”

Ellis, formerly of the BBC and XFM Manchester, told Insider: “We want to show brands that they can do so much more than a standard box set-up. We’re prepared to work with them to make every game an event.”
City entertains 75,000 corporate hospitality guests a season.

Source: insidermedia.com

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