You can find many examples of the Art Deco style at Arsenal’s Highbury Stadium, which was full of ideas and details that were crafted in this era - the famous Marble Halls, beautiful timber panelling, inlaid marquetry, and the green leather seats of the original timber-clad boardroom. The original panelling and details in the door ironmongery were beautifully crafted. 

When we created Diamond Club, this era became our inspiration. We knew we had to start here, and whatever we delivered in this new modern stadium had to represent the Highbury origins story. 

What has always been important to us is the story of the space - the narrative that drives all the ideas and guest touchpoints. We created Diamond Club to represent the best of Arsenal Football Club, to focus on the details and touches that guests would sense and discover over time. 

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We met with the curator of the V&A’s Art Deco exhibition and spent time with them talking about the period. We visited the beautiful Eltham Palace, and we did a tour of London’s finest places with the owner of Milk & Honey, who educated us on the world of hosting.

When we set about telling the story of the club, working out the guest journey and layering in the details from Highbury, it all helped make this space completely unique to Arsenal FC. The stories we found were layered in the history of the 1930s a decade that, thanks to Herbert Chapman, Arsenal dominated with 4 league titles and 1 FA Cup, confirming their place as one of the League’s elite clubs.

The entrance to the Diamond Club is via two lifts; this is where we set the scene to start the narrative. When you enter the Club, the most impactful view is the pitch, but then you walk over an inlaid bronze cannon set into a beautiful terrazzo floor, just like the marble halls. Your eyes are drawn up to the hand-crafted Deco-style chandelier. A concierge greets you from behind a beautiful European Walnut desk, behind which is an imposing half-size replica of the original Clock End Clock, crafted by Smith of Derby, the original maker. 

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Other details and stories were created using marquetry, a traditional process of layering and inlaying different timbers to create Club stories that would stand the test of time. We used OPTA data of Thierry Henry's movement during his favourite game, etched into bronze. We handpicked an Onyx bar front, from the Italian quarry, which is backlit to create a stunning bar. There is a leather-clad snug and trophy room for members to relax before and after the match, as well as a variety of dining styles throughout the restaurant itself. To top it all, the beautifully crafted WCs add an extra layer of luxury to this extraordinary space.

The attention to detail the 20.20 team put into the project was incredible, and the Club backed us throughout the journey and delivery. Membership was offered as a three-season package, plus a lifetime membership fee. Even 20 years ago, high-quality CGI visuals were used to demonstrate the vision for the 'best place in the world to watch football’, successfully selling all 168 seats before the new Emirates Stadium opened in August 2006. The Diamond Club has maintained a strong and consistent membership base ever since, with a considerable waiting list for future members.

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As with all the experiences we create, top-tier hosting and standout F&B are essential. Raymond Blanc has consistently delivered an exceptional menu at Diamond Club, a true Arsenal fan and advocate of the Club’s values. Twenty years on, this experience, thanks to the brilliant team at Arsenal FC, still sets the pace as one of the best matchday experiences in stadium hospitality.

We are very proud to be the creators of Diamond Club and celebrate its Twentieth Anniversary.

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