The Tunnel Club

COMMERCIAL ANALYSIS, GUEST JOURNEY, Brand Identity, Interior Design, SALES & Marketing

The Tunnel Club at Manchester City’s Etihad Stadium lets guests get closer to the action than ever before – offering an unrivalled backstage Premier League experience. The Tunnel Club is the space that redefines what is possible in a stadium environment.

A first for European sports hospitality, we created distinctly different dining experiences across two floors – a place where only the privileged few can have access.

The drum
Contemporary luxury was the goal for this hospitality offer. Glass, marble, leather and plush velvet decorate the space while ground and pitch level were linked by a fine bronze line detail representing the brand identity.
Following the
interior design and brand sign-off, we produced working construction drawings for the build contractors to follow with our guidance as project managers to ensure delivery on time and on budget.
Manchester City lounge close up

Pre-launch sales exceeded expectations with an 85% uptake following mobile marketing and sales tour across Europe and the Middle East utilising VR tours of the space so potential members could experience the space.