Following on from the success of Dial Square in Emirates Stadium, Portview once again worked in close collaboration with design consultancy, 20.20, to transform 14 executive boxes into the Avenell Club - a luxury lounge taking its name from the road leading to Arsenal F.C’s former home, Highbury Stadium.
Measuring 700sqm with a capacity of 217 seated, the private members’ club provides as informal yet immersive match day experience, where fans can enjoy the panoramic views of the pitch and the locally sourced seasonal produce and fine wines on offer.
Designed by 20.20, the Avenell Club builds anticipation for the game ahead, with material patterns and tones as well as directional tiles and details that all lean towards the action on the pitch.
Subtle storytelling elements include a countdown to kick-off LED display, where lights above the banquet seating illuminate one by one as kick-off approaches.
Portview built a new structural mezzanine floor over the top of the Emirates Lounge – a feat that has never been done before in the stadium. This involved the installation of 50 tonnes of structural steel support beams and 257 individually sized floor joists in as little as eight days.
Made to feel like a continuation of the pitch, The Avenell Club features earth-like tones with beautiful green Verde marbles, soft waxed leathers and clay toned Rombini tiles designed by French design duo Ronan and Erwan Bouroullec.
Photographs line the internal walls and encapsulate iconic imagery from Arsenal Stadium.
There are several personalisation elements within The Avenell Club. A Members Wall measuring 2500 x 700mm features the name of all Members to join for the 2019/20 season, while each Member has a personalised coat hook and plaque with their name engraved in brass within the cloakroom.
From the plaster pressed epicentre, to the marble etched tables, to the bespoke L.S. Lowery-esque Arsenal painting, all items are designed for Members to discover something new each time they visit.
“Portview always show such versatility and adaptability- It's a pleasure to work with the whole team and they always find a way to resolve a challenge. We wouldn't go anywhere else. The personal relationship is superb and the flow of information is great. We love working with the Portview team.”
Tom McCann, Premium & Venue Experience Director, Arsenal