The Avenell is a unique Club Level hospitality experience at EmiratesStadium; a space that is built and designed around the glorious anticipation of the game we love. Named after the street that fans flocked down to get to Arsenal FC’s Highbury home, this is a love letter to a fundamental fan experience – preparing for kick-off.
We delivered naming, concept, identity, branding and environmental design for The Avenell Club, a bright and inviting lounge that replaced 19 private boxes. The space offers generous gourmet grazing alongside bespoke service signatures and elegant finishes, from white marble tabletops and leather upholstery to brass detailing and a ceiling canopy feature.
Designed to feel like a continuation of the pitch, The Avenell is filled with thoughtful cues to draw your attention to the match ahead. Chevron details on the floor subtly point outside while immersive wall features, music and animations illuminate the space, heightening anticipation and counting down to the game when there are just minutes to go.