Box 50: Ultimate anti-corporate hospitality.

Puma x MCFC
Integrated Design

Start Design has created Box 50: the ultimate anti-corporate box experience for PUMA and Manchester City FC at the club’s spectacular home, the Etihad Stadium.

PUMA’s creative partnership with Manchester City FC goes beyond football celebrating the city’s working heritage, rich culture and non-traditional football influences in music and fashion. Box 50 goes way beyond the 90 mins on the pitch and goes one-up on the now famous Tunnel Club experience. Box 50 is a den of football culture – loading the game day experience with pre- and post-match entertainment.

Box 50: I was there…

Box 50 epitomises the PUMA brand delivering an exclusive, memorable experience for Cityzens. At its heart is the idea that Man City is ‘more than a team or a place, it’s a feeling of belonging that lifts and entertains.’ The Box 50 modular design configures to the fixture, time of day and guest profile – delivering an unpredictable experiential platform geared to enjoyment of the game and a unique entertainment experience.

From the moment Cityzens push open the impressive Box 50 double doors, they know they are somewhere very special. Packed full of authentic Man City and Puma football artefacts, at Box 50 every moment and every detail contributes to elevate the match-day experience bringing supporters closer to the club and nearer to the action.

The Box 50 WONDERWALL is a glass wall of edgeless screens showcasing unique multi-media content to heighten the match-watching experience with live action, exclusive match analysis, dynamic social content and multi-player football games complete with bespoke PlayStation controllers.

Agüero’s Golden Boot sits on a bespoke 93:20 table – the time he smashed the winning goal in 2012 against QPR, to lift the title and changing Man City’s fortunes forever. 93:20 triggers the beginning of an ambient programme, transforming the space for the Box 50 after-match party. Further boosting exclusivity, guests can share their experiences @pumabox50, an exclusive members-only Instagram account.

Start Design created the complete Box 50 experience including the name and visual identity, digital and experience design.