Closer to the action
than ever before…

City Football Group
Etihad Stadium

About
Etihad Stadium, originally named City of Manchester Stadium, was built for the 2002 Commonwealth Games. Subsequently occupied by Manchester City FC from 2003, it has undergone several renovations and expansions, including state-of-the-art facilities.

Challenge
Develop the concept and strategy for a first-of-a-kind, best-in-class Premier League hospitality product where UHNW premium guests are given a true, behind the scenes view into Manchester City FC.

Solution
Working with the club leadership, the experience strategy, masterplan and interior architecture was developed for a radical never-before-seen product, a glass tunnel as the centrepiece of a two level space. Guests would follow the team progress from stadium arrival to changing rooms, and ultimately onto the pitch pre kick-off. Serving Michelin level dining and theatre mixology, premier guests then access the bowl through their own glass tunnel – replicating the players journey – then seated behind the dug-outs, allowing them to get closer to the action than ever before.

Disciplines
Brand and Experience Strategy / Name Origination / Identity Design / Interior Architecture / Copywriting / Marketing Campaign Collateral / Digital Design / Social Media Content / Propping / Live Model Sourcing / Art Direction / Print Production

Duration
16 Months

Grounded in the guest
Level 01 would deliver a more accessible, entertainment-focused experience. Guests could enjoy pre- and post-match entertainment complemented by a curated grazing menu. Former player talks would animate the space, while the special Play Time App would mark the countdown to player arrivals. It’s a lively, engaging environment where guests can share stories and leave having met their heroes.

Pitch Level Thinking
Pitch Level represents a significantly more premium product, an elevated offering that grants guests unparalleled, behind-the-scenes access. From chauffeur-driven airport pickup and a visit to the training ground, to Michelin-level dining at the Kitchen Table and a bespoke Kit Bag as a parting gift, every detail is meticulously considered. The result is a once-in-a-lifetime experience designed to create lasting memories.

More Than a Marque
Early name and identity concepts were shaped by initial experience proposals, which were less premium and leaned toward a more playful tone. As the interior architecture and overall guest experience evolved, it became clear the offering would be a premium product designed for high-net-worth individuals. This shift prompted the creation of a marque that was both clear in its naming and visually expressive of the journey a guest would take, from arrival to pitch.