The 130sqm lounge has a capacity for 35 guests and features three structures based on football dugouts, decorated with a pictoral timeline of Arsenal’s history.
Visitors can watch football clips and live matches on screens in the lounge, which is on the club level of the North London stadium. The names and shirt numbers of Arsenal players are embroidered on the seats at the club's top 50 moments are enscribed on the table, alongside the beer brand's tagline: ‘That calls for a Carlsberg’.
Anup Daji Jr, account director at Ignite said: "Our goal was to create a space that evoked the feeling of reward and achievement which personified the brand tag. Drawing from Arsenal’s rich history of success and Carlsberg’s deep roots in football helped us unite the two brands very naturally and effectively."
Carlsberg sponsors Arsenal and the lounge will be in place for as long as the partnership continues. Daji told Event the lounge could be extended in future: "It would just be speculation at this stage, but as the club and the brand both grow they may look to evolve it."
Ignite has worked with Carlsberg for the past two years, including running a UK tour bus roadshow supporting the England football team in the run up to the 2010 World Cup.
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