The corporate box is typically reserved for an exclusive set of people and more often than not, retains a stuffy feel that never accurately captures the essence of the club or its fans. Arsenal, PUMA, and ad agency GBH London set out to flip what we have come to expect from a corporate suite and inject a fresh and modern outlook on what the corporate box experience is all about.

Set inside The Emirates, the Puma Non-Corporate Box takes elements from the club’s history and key details that have a deep connection to the club to bring more of a terrace feel to the space.

According to Mark Bonner from GBH London, “PUMA were given two executive boxes at The Emirates and Arsenal were open to disrupting the hospitality experience at the stadium.  The whole Non-Corporate Box where fan culture and the terrace experience from both Highbury and The Emirates would be celebrated up there.”

A tremendous amount of thought went into making the PUMA Non-Corporate Box a once in a lifetime fan encounter. “We wanted to make sure that Arsenal fans got to experience the box as well. We had a contest called ‘The A-List’ that gave Arsenal fans the opportunity to win tickets to the Non-Corporate Box.”

The box is plush with details and historical context that celebrates the history and legacy of the North London club. There are steel and concrete seating that pay tribute to the old terraces. Famous chants adorn the walls. A lighting layout that takes inspiration from Herbert Chapman’s famous “WM” formation. There’s even a nod to the Highbury squirrel who made its debut against Villarreal in 2016. Probably my favorite element is a foosball table that features two Arsenal teams—a classic Arsenal XI decked out in yellow kits vs the current Arsenal XI that are sporting the classic red kits.

In talking to Mark about the idea and execution of this box, we spoke about the need for modern day football to have modern day ideas. To flip what has been done before and give it a contemporary refresh that better engages with fans, players, and the sport itself.

This season marks the end of the Arsenal/PUMA deal and with it the end of the PUMA Non-Corporate Box. As with anything good that must come to an end, there is a legacy that lives on with this. With the PUMA Non-Corporate Box, Arsenal, PUMA, and GBH London brought in a new perspective, heightened the experience of any fan that has been able to experience the box, and ultimately brought a fresh and genuine outlook to the sport itself. Hopefully, part of the legacy of the box and what was created inspires future ideas about how to reimagine and refresh our experiences with the game.

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