Arsenal FC
Launching 'The Arsenal'
DISCIPLINES
Production
Fabrication
Set Build
Activation
Graphic Design
Spacial Design
3D Visualisation
THE_BRIEF
Launch the new Arsenal app “The Arsenal", a proper digital home for supporters. But this wasn’t a standard “here it is, download now” moment. The goal was to build a bit of buzz before anyone had even seen it. Less announcement, more intrigue. We were asked to create a pre-launch moment for invited guests, something that teased the platform and got people talking ahead of release.
THE_APPROACH
We created The Arsenal Corner Shop, a physical take on the campaign idea, “a corner of Arsenal wherever you are.”. A closed-door preview, intentionally low-key. Media, talent and cultural voices could step into the world before it officially existed. The aim was simple, blur the line a little and make the campaign feel real before anyone had actually seen it.
There were clues scattered around, including an astronaut, yes really, as a nod to the campaign film that hadn’t dropped yet. The film itself projected on a wall, just out of reach, with the line, “a corner of Arsenal wherever you are.” The payoff came when guests stepped through a fly curtain into the fully realised Corner Shop. Detailed, immersive, unmistakably Arsenal. Behind the till, David Seaman anchored it all in club heritage. Everywhere you looked, there were little things to spot, product drops, references and Easter eggs, perfect for the curious and the sharers in the room.
This wasn’t a splashy launch, more a “have you seen this?” moment. A small guestlist, plenty to explore and loads of shareable bits tucked into the experience. Enough to get people talking before the wider audience even knew what was coming.
THE_RESPONSE
Guests got an exclusive first look at the app’s content, from The Big Match and Modern Leader to The Link Up and Raising the Bar. No big presentation, no forced journey, just space to wander, discover and take it all in at their own pace. Quietly premium, with a hint of “you’re not really meant to be here yet.”
THE_RESULT
A pre-launch that leaned into intrigue over explanation. A canvas for content creation for Arsenal's creative community of supporters. Guests left feeling like they had seen something early because they had and naturally became the first people talking about it. A physical space that brought the campaign to life before the campaign itself was even out in the world.
LIKE_WHAT_YOU_SEE?
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