The new Barclaycard Arena Birmingham launched in December 2014 after a £26 million refurbishment, as part of a partnership between Barclaycard and the NEC Group. Within the new NIA, Barclaycard wanted to create a customer lounge for their customers to get a special Barclaycard Arena Birmingham experience. Within the lounge, the ‘Vista Rooms’, customers can enjoy incredible views and Platform were tasked with creating a memorable and engaging space for customers to relax in, before and after, seeing a wide range of acts from Michael Buble to The Libertine’s.
The building’s scale, large expanses of glazing and the industrial references of the canal and surrounding buildings informed a loft style aesthetic to the space. Within this Platform wanted to create a personal experience not a corporate lounge. A place where Barclaycard could inspire and indulge guests and make them feel they have been invited somewhere special. Almost an artist’s private party, with a subtle undercurrent of Barclaycard touchpoints.
Through a ‘Member’s Only’ entrance with feature lighting and a plush sofa, guests head up to the main lounge space. Here the Vista Rooms is split into three areas, the main ‘living room’, the ‘cabanas’ and the ‘Sweet Spot’. The lounge combines relaxed low seating adjacent to the large windows and higher bar seating and tables so that all guests can appreciate the view wherever they are. Contemporary light fittings help to break the space up and add interest. For a more special destination a series of themed ‘cabana’ booths can be dressed to have their own identity or to suit the current night’s acts plus they can also be taken over to create a place for a guests to book to celebrate a birthday or other special occasion. The Sweet Spot brings a bit of fun and theatre to the space and provide a perfect spot for guests to help themselves to sweet delights. The room is created to host several different sweet themed experiences whether this is ice cream, hosted smoothie making or even sweet cocktails!
The Vista Rooms provides a unique and personal space for Barclaycard customer. It has all the sophistication of a VIP lounge, coupled with unexpected touches and variety that communicate the brand personality to customers.