Design consultancy 20|20 has been awarded the Project of the Year prize at the 2011 Stadium Business Awards for its work transforming the Club Level interiors at Arsenal’s Emirates Stadium.
The London based agency, which is also responsible for the current Arsenal crest, the Armoury club shop, the stadium’s external wrap-around graphics and the interior of the Diamond Club, beat off stiff competition from projects across the globe including The Boot Room Sports Café at Anfield, Liverpool FC, the new conferencing and hotel facilities at Coventry City’s Ricoh Arena and the Eden Park Redevelopment in New Zealand.
Club Level caters to 7,000 supporters at the 60,000 North London venue and was revamped last summer as part of the ‘Arsenalisation’ project which the club’s board instigated with a view to turning the Emirates into a more fan-friendly arena.
Much of the inspiration for the designs created by 20|20 for the Club Level areas were based on a celebration of the club’s past and present successes with Arsenal’s two most successful managers, Herbert Chapman and Arsene Wenger, featuring heavily.
The WM Club restaurant, The Foundry buffet-dining area and The Legends Bar have all been added to the original 2006 plans incorporating plush leather seating, contemporary lighting, sleek furniture and rich timber panelling throughout.
Paying lip service to the attention to detail and quality of the designs, the judging panel granted the top prize to the Arsenal entry, “for not resting on previous success and taking a new stadium to even greater success… for transforming an under-performing space and creating ‘club within club’ spaces to create unique, intimate experiences which appeal to increasingly diverse customer segments… for creating an environment that immerses fans in the beauty and detail of Arsenal’s rich history.”
News of the win in Barcelona comes just a week after 20|20 was also handed a Gold Award by the Association of Interior Specialists (AIS) for the same project.
(image: 20|20, Arsenal FC, Club Level)