Arsenal Football Club has launched its hospitality space – The Avenell Club – at the Emirates Stadium for its first home match of the 2019-20 seasons.
Arsenal London sources said the club has got its name after the road on which Arsenal’s old Highbury Stadium was located. Arsenal revealed first details of Avenell Club last September – a new private members’ club located in the Emirates’ Executive Box Level North.
The Highbury Restaurant has also been redeveloped – from a seasonal dining space to a street-food joint offering fares like burgers and burritos. With a seated capacity of 505, the space is available to all platinum members and measures 1,410 sqm.
Michael Artis, Strategy and Development Director at design firm 20:20 said: “Highbury was such a special place for so many, it was important to capture it and bring a modern-day interpretation of it into Emirates Stadium as a place that fans can enjoy.”
Fourteen executive boxes were transformed into one luxe lounge space to create the Avenell Club. The club gives a bird’s eye view of the pitch to members while they snack on delicacies – all seasonal produce – and sip wine. The entire space looks very inviting keeping in tune with the club’s rich and deep history.
Two hundred and fifty-seven individually-sized floor joists were used to complete the new mezzanine floor which was built over the top of the Emirates lounge. To buttress the floor, a total of 50 tonnes of structural steel support beams were used.
To provide members an elevated guest experience, a personalized coat hook and plaque with their name engraved in brass will be provided to each member, while a member’s wall will feature the name of each member who has joined for the 2019-20 season.
Since 2010, the club is upgrading and refurbishing the stadium. Dial Square was introduced last summer to give members an epicurean experience worth remembering – from fresh rotisserie chicken to pizza.
Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.
Coliseum facilitates a dialogue between stadiums, arenas, clubs, leagues and experts and enables them to learn from each other while establishing relationships. Coliseum’s digital 365Coliseum Business Center is a vast pool of resource for the stadium and arena industry world-wide.