AO Arena - A Manchester Masterplan
AO Arena, operated by ASM Global, has a capacity of 23,000 and sits proudly in the middle of Manchester. We were asked to define a masterplan and venue strategy that would affect every level of guest experience moving forward.
We translated the arena’s unique location and rich history into a core concept: ‘The Heartbeat of Manchester.’ This vision helped to set design intentions and guest expectations across the arena, from concourses right through to VIP.
We also undertook research with arena guests to understand what was important to them. This helped define an approach for ticketing, F&B and service style for AO Arena’s hospitality offers.
Making an entrance
We defined a VIP journey that delivers an unforgettable premium experience while encouraging other guests to trade up – increasing dwell time and overall spend in the Arena.
An aspirational entryway, reminiscent of a high-end hotel, sets expectations, builds anticipation and elevates the status of the lucky few seen using it.
Contemporary materials complement a colour palette inspired by the city skyline – the rich terracotta of brickwork and the steely blue of Northern skies. The walls are adorned with stories of past shows, new talent and Manchester-bred artists who defined a global music scene.
A beautiful, curved bar provides a place to meet friends before being accompanied to your hospitality space to enjoy the service and the show.
New VIP hospitality experiences
The Beautiful North
Manchester sets its own direction. Ever changing, ever creating. The Beautiful North reflects this energy.
The epitome of laid-back luxury, this inviting and luxurious space offers a mix of lounges and bowl-side loges for 30 guests to relax in the best seats in the house. A coffered ceiling is illuminated to amplify tonight’s atmosphere.
The North Star
This invite-only lounge has a generous ‘help yourself’ philosophy. Light, sophisticated and warm, this is the perfect backdrop for an evening of entertainment, sitting comfortably among the best guest experiences inManchester.
The Terrace
Once a thoroughfare, now a VIP experience. Guests sit around the curve in theatre-style seating with panoramic views of the stage. In-seat service and an exclusive lounge make this an enviable upgrade.
