Harvey Nichols develops brand experience box at Manchester City’s Etihad Stadium

Two leading brands from the worlds of football and fashion have collaborated in a Premier League first, with the launch of the Harvey Nichols concept box at the Etihad Stadium, home of Manchester City Football Club.

Making its debut this weekend, what was a traditional 8ft x 11ft platinum hospitality box has been transformed into a designer paradise by the Club’s partner, in a bid to create the ultimate experience for men and women within the Stadium. The bespoke Harvey Nichols box has been custom designed by Manchester-based refurbishment specialist, Preferred Spaces.

The design experts have created a space that incorporates luxury and practicality, and within which visitors can enjoy a range of the very best Harvey Nichols’ experiences, on or off match day.

A first in world football, the box includes carefully selected designer clothes for men and women together with jewellery, handbags and shoes from designers including Jimmy Choo, Christian Louboutin and Dolce & Gabbana. Guests are able to purchase goods, with a dedicated hospitality team on hand to process purchases.

On match day, guests can enjoy one of a selection of experiences for men, women or both, with cocktails on arrival, a personal shopper to advise on the latest fashion trends and beauty therapists offering makeovers, manicures and hand massages. A Harvey Nichols sommelier will ensure the male guests are entertained with a spirit or wine tasting masterclass. Guests can enjoy a sumptuous line-up of match day fayre, created by Harvey Nichols chefs. Served prior to kick off, half time and at the final whistle, guests can enjoy anything from Bento Boxes filled with British food, to Lamb Hotpot served in a Harvey Nichols style or a sumptuous afternoon tea.

With unrivalled pitchside views, attendees can enjoy some of the finest football in the Premier League, from their own personal balcony. With private dining, a complimentary match day programme, match parking, guests will take home a complimentary gift bag which includes Harvey Nichols wine, soap gift sets and macaroons in team colours.

Catering for up to 10 people, the box is available for hire on match days and non match days. It can be tailored to meet the needs and requirements of guests, whatever the occasion, be it client entertaining, a birthday, hen do, anniversary or corporate team day. There are three luxury experiences to choose from including: a men’s experience, ladies’ experience or bespoke experience which is suitable for both a mixture of the two, tailored exclusively for the organiser.

Manchester City’s marketing manager, Justice Ellis, pioneered the concept, he says: “This is a first in UK football, making the traditional corporate box offering even more imaginative and exciting. We know our customers value a unique experience every time they visit and the Harvey Nichols box epitomises this. “The concept combines the exciting worlds of fashion and football to provide the ultimate match day or non-match day experience for everyone. It is another example of the club’s ambitions to push the boundaries of corporate hospitality and non match day events.”

The Harvey Nichols box concept was trialled last summer, receiving plaudits from the club’s business partners, fans and long serving hospitality guests. It is the frontrunner for other concept boxes in the pipeline with a number of the Club’s other key business partners. Comments Iain Mackenzie, store director at Harvey Nichols Manchester: “We have enjoyed a great relationship with Manchester City as a key partner for a number of years now and we are very excited about this latest project. Harvey Nichols is renowned for being a leader in the fashion world and we are pleased to be the first to launch such an original venture in the sphere of football!”