The American Express Invites Lounge at The O2
Platform Group has designed the ultimate backstage experience for VIP members of the American Express Invites Lounge at popular entertainment arena The O2 in London.
Platform worked with AEG at The o2 to design a space that treats VIP members as stars by providing the full backstage experience. From entering through 8 metre high stage doors through to areas such as the unique and eclectic green room, crew catering and Gantry booths, it creates a more imaginative and immersive experience than simply a luxury bar.
Platform designed the space from an artist’s journey – a backstage experience. They created links to the live shows and provided a design language that was cool and not reliant on the standard rock memorabilia route.
The design relates the space to the O2 as a premium live entertainment venue & to cater for a variety of audience demographic. To cater for the variety in audience numbers and profiles, Platform broke the space into smaller more intimate areas that would allow smaller groups to feel comfortable. This took the form of Lounge snugs and a newly constructed gantry level which houses cosy booth areas.
The memorable performances at the O2 were also to be integrated into the design to keep the link to the O2 as the arena that has staged so many great acts. Platform provided layers to the design and stories to be investigated and enjoyed. This took the form of areas such as the gantry back wall having a bespoke designed wallpaper made from backstage passes of iconic performances. In the main bar there are 21 purple bar stools referencing the 21 dates that Prince played at the O2. The glass tables in the Main bar have been printed with sound mixers and other stage equipment used at various shown, and in the Crew canteen large format photographs illustrate the actual artists’ riders have requested in their dressing room post show. These were shot by American photographer Henry Hargreaves in a Flemish baroque still lifestyle.
The use of high-end materials such as Jean Paul Gaultier fabrics and bespoke designed elements give a premium feel that today’s VIP members expect. The varying areas provide environments to suit all needs whether it’s a buzzing night out or a quieter dining experience that is required.
The space delivers on all operational requirements and creates an experience which reflects the excitement, entertainment and pure exhilaration of live entertainment in a premium bespoke environment.
Design: Platform Group
Contractor: Overbury
Photography: Jim Stephenson
