The Tunnel Club.

Backstage access to
world-class football

The Tunnel Club
City Football Group

Strategy
Audience Studies
Commercial Optimisation
Creative Workshops Market Analysis

Brand
AR + VR Experience
Art Direction
Collateral Design
Digital Design
Environment Artwork
Guidelines
Naming
Positioning
Signage & Wayfinding
Uniform Design
Visual Identity

Environment
Concept Design
F&B Experience
Sponsor Activation
Technology Integration

Manchester City set out to create a groundbreaking, best-in-class sports hospitality destination where guests could immerse themselves in the action like never before.

Collaborating closely with the club and the Etihad Stadium architect, I played a pivotal role in developing this innovative venue, establishing a new benchmark for VIP experiences in sports hospitality. As the lead creative, my responsibilities spanned everything from naming and branding to defining the interior environment. I also contributed to the matchday experience — integrating cutting-edge technology and partnering with key sponsors for exclusive activations.