Executive Summary
In 2024, The AO Arena, celebrated being 30 after having undergone a massive £50 million transformation. The goal was to revitalise and future-proof this iconic, award-winning Manchester venue. The experience of The AO Arena had to be fully re-branded, but a huge part to this transformation was to create a new bar and restaurant concept for premium seat holders.
For VIP guests, when they arrive from the Trinity Tunnel, guests are transported to the newest, hippest restaurant and bar scene in Manchester, The Mezz. Inspired by Manchester’s great industrial past, its first railways, its infectious creative passion, the everchanging attitude and energy, with a powerful drive for progress, makes the City an unparalleled place. These unearthed insights drove the creative inspiration behind the brand identity and the interior design. This new bar area seats around 200 guests and the restaurant around 150; with the area being so vast, it needed careful zoning so that every guest had a memorable experience. Catrin White, SVP Marketing at Legends and ASM Global Europe said, “Working with 2020 on The Mezz was a fantastic experience, and an exciting project. They have excellent attention to detail, are highly creative and able to deliver both in time, and to commercial requirements. The results of The Mezz are truly spectacular, and speak for themselves.”
Submitting Organization: 20.20
Photo Credits: Guy Archard for 20.20
Detailed Nomination
The biggest challenge for designers within this sector of hospitality is the diversity of audience; from business associates, to party guests and football fans. The club has to consider its matchday audience and non-match day client. Function rooms within hotels are somewhat similar, but with football fans; they live and breathe their football club, players and the performance on the pitch.
The design and layout has to flex meanwhile be evocative, enriching, entertaining and memorable. Jon Lee, Executive Creative Director at 20.20 said ‘Villa Park is steeped in history and when it came to our part in bringing elements of history and unique details into the design, we were spoilt for choice. It’s been a wonderful journey learning about the richness of the club and we are delighted with how the design of all the spaces has come together.” The Trinity Stand was the grandest of its time featuring Italian mosaics, stained glass windows and Dutch gables in the design of the nearby Aston Hall, a Jacobean stately home.
The scope for this renovation spanned seven spaces overall, all requiring unique narratives, design concepts, custom furniture and most importantly, beautifully layered storytelling. Working hard within the physical constraints of Villa Park, 20.20 were able to create concepts and spaces that optimised occupancy levels and operational efficiency, ensuring they deliver according to the Club’s business model and most importantly, providing a level of service to underpin the new premium guest experiences.
Ashley Macfarlane, Design Director at 20.20 who led the design team said “We thoroughly enjoyed working with the team at Aston Villa to re-design the spaces while instilling deep narratives for this unique and dedicated audience. The design experience throughout the seven spaces has been reimagined, they are now all much fresher, beautifully laid out and have a modern take using classic materials. We wanted to inspire new memories while telling stories of old.”
