How do you create a sold out premium fan experience for the most important match final of the year?

UEFA asked us to design two official premium hospitality experiences, as part of their Champions League Final fan programme. The Wembley Arena Lounge was to accommodate 2,000+ fans, with the Prestige Restaurant offering a more intimate fine-dining experience for 200 guests.

UEFA had created a very unique and colourful brand Identity. A standout abstract depiction of the landmarks, parks and hallmarks of London. This inspired our experience and concept: London, A City of Football.

London is not merely a backdrop for the beautiful game; it's woven into its very DNA. From the codification of modern football in the 1860s to the passionate matches played every weekend across stadiums, parks, boroughs, pubs, and even homes – the city breathes football. Every corner of this dynamic capital hums with the beautiful game's rich heritage.

Our vision was to capture this essence, to orchestrate a sensory symphony that would transport guests on an exhilarating journey throughout the big game day. We envisioned an experience that intertwined London's historical tapestry, vibrant culture, unique character, and architectural grandeur. Five distinct fan zones were created in the main lounge, each with their own concept, curated furniture, styling and essence. 15 themed food stations echoed the spirit of the five distinct zones.