Sky VIP Lounges
Star treatment
Context
As part of the Sky loyalty scheme, 6 brand new VIP lounges were planned for arenas across the country with free access for Sky customers.
Challenge
To design a lounge that makes customers truly feel like VIPs whilst being adaptable to any shape or size of venue. Delivering a consistent experience across the country was the key to success.
Concept
The lounge is designed as a social space delivering on functionality, rewards and content generation. Zoned to create a scheme that’s functional and adaptable, with built-in experiences that treat or inspire sharing. The aesthetic is inspired by the VIP brand, the star icons in particular, echoing form, colour and materiality to create a space that feels intrinsically Sky VIP.
Design layout for the Sky VIP lounge at SSE
Arena Belfast illustrating the distinct zones.
A new space purpose built for the VIP
lounge was created right on the arena
bowl at the OVO Hydro in Glasgow.
A listed building, long thin space and one
level up, brought new challenges for the
VIP lounge at the OVO Arena Wembley.
This smaller space at the Utilita Arena
Birmingham is carefully designed to deliver
an experience equal to the other venues.
For diamond customers only, the lounge
at Co-op Live in Manchester is open to the
arena, giving amazing access for free.
Entrance experience
Access to the lounge varied at each venue, but the design ensured the key steps in the entrance journey always remained. The first step; a Sky VIP take on a red carpet entrance. Plush blue carpet, gobo lighting and elevated signage. Next; a personal check-in experience with bespoke reception desk, lighting and cloakroom. Finally; a tunnel designed to excite, energise and create (subtly branded) content.
Fit for kings
Always at the heart of each lounge, these semi-circular booths frame a larger central booth that’s designed to flex from seating to performance space. Removable seat pads allow the inner circle to transform into a stage for DJs, comedians, artists, beauticians and more.
Tuck in
Designed to flex across venues by easily varying the number and formation, these booths create more intimate settings through dark, textured fabrics and softer, warm white lighting.
Tuck in
Designed to flex across venues by easily varying the number and formation, these booths create more intimate settings through dark, textured fabrics and softer, warm white lighting.
I have had so much feedback from guests today on what an amazing space it is, taking our customer experience to the next level.
Helen Kloepfer
Director of Sky VIP – Customer Growth
Bar none
The bar is inspired by the facets of a golden star. Designed to be clad to existing bars, the size and shape vary with each venue whilst the aesthetic remains consistent. The brushed gold finish a key material that connects each zone through its use on the reception desk, bar and varying tables.
And relax...
Lounge designed for lounging. With 3 types of softer seating set in varied group sizes the lounge provides space to slow down, sit back and enjoy the atmosphere. The walls celebrate local artists with images illuminated in Spectrum colour.
And relax...
Lounge designed for lounging. With 3 types of softer seating set in varied group sizes the lounge provides space to slow down, sit back and enjoy the atmosphere. The walls celebrate local artists with images illuminated in Spectrum colour.
At Wembley local artists are celebrated
through illuminated images which work
as a set to create Sky’s Spectrum.
The “Merch Perch” at Wembley a bijou
stall selling the best merchandise only
to Sky VIP customers.
The “and relax...” zone at Belfast which offers
a variety of comfy seating to suit different
sized groups and levels of intimacy.
The Sky VIP lounge in Manchester houses
the smallest “and relax...” zone but it still
delivers on brand and comfort.
The Sky VIP lounge in Manchester houses
the smallest “and relax...” zone but it still
delivers on brand and comfort.
Starlight
This animated light installation, central to all lounges, adds movement and energy to the space whilst making everchanging backdrops for content generation.
Merch perch
Long queues for merchandise were solved with a bespoke bijou store selling the best from the event. No queues. No need to leave the lounge.
Walls of wonder
Mirrored walls and ceiling create a playground for content generation. LED strips are inlaid into the mirror to create a visual starburst that frames our VIP guests. Infinite possibilities!
Little extras
A roaming beauty cart designed to deliver varying free treatments to our VIP guests. From glitter to temporary tattoos and nail art to massages.
Little extras
A roaming beauty cart designed to deliver varying free treatments to our VIP guests. From glitter to temporary tattoos and nail art to massages.
