Case Study: First Direct Arena creates a premium super suite experience with 20.20 Limited

First Direct Arena creates a 40-person premium super suite with 20.20 Limited

The First Direct Arena, a venue operated by ASM Global, approached brand experience agency 20.20 Limited with the challenge of creating a new premium tier offering. The goal was to convert two existing suites into a single "super suite" to deliver a different and enhanced customer experience for the venue.

20.20 Limited created The Mixer, a premium modern hospitality space designed to host 40 people. The solution featured an authentic yet eclectic design with red textures, glass wall lights, sound-proofing panels, and a black marble bar to create an exclusive club-like ambience. The vendor's work was met with overwhelmingly positive feedback from guests and was credited with creating a significant "wow factor." The Arena's Head of Premium Sales reported that the new space has been a great success.

First Direct Arena