Truth

Our amazing relationship with Arsenal Football Club is in its 19th year. It started when Arsenal FC were experiencing issues of ownership over their club crest – so they asked us to create a next generation brand; one robust enough to compete in the global sports arena, represented by an iconic crest that could transcend cultural boundaries. We then supported them on their journey to make The Emirates Stadium their new home, developing a robust fan experience from podium to seat and from GA to VIP. Together we developed a new tiering offer for hospitality at Club Level and set new benchmarks in global stadia hospitality design.

Change

To understand a brand that was more akin to a religion for all involved, we spoke to as many people as we could; from fans and stakeholders to football futurologists – and everyone in-between. To identify opportunities for greater efficiency as well as meaningful fan engagement, our design process was enriched by Club stories, fan interviews and match day observation. Our insights informed the first true articulation of the Arsenal brand, building values based on the rich heritage and ambitious vision of a global club.

Success

+ Kit launch featuring the new crest and sponsor became the most commercially successful inArsenal FC’s history
+ Diamond Club NSA award winner 2006
+ Club level Winner,Project of the Year, Stadium Business Awards 2011
+ Winner, Gold Award,Association of Interior Specialists The Foundry created a new revenue stream from unused space, completely selling out ahead of launch
+ DSQ Restaurant andBar Awards winner 2019