Armoury Square, Arsenal
Arsenal
As part of ‘the Arsenalisation’ of Emirates Stadium, Arsenal required a supporter scheme that could operate at scale.
The Intaglio team was appointed to design and deliver Armoury Square, a permanent personalised stone installation outside the Armoury Store that resulted in more than 18,000 personalised supporter orders and became a lasting feature within the stadium footprint.
The Challenge
Arsenal required a large-scale personalisation scheme that aligned with its ‘Arsenalisation programme’ and strengthened supporters’ sense of connection at Emirates Stadium.
The installation needed to sit in a high-traffic location outside the Armoury Store and reflect the identity and heritage of the club. It also had to operate at significant scale, handling thousands of personalised orders without compromising on quality or supporter experience.
With anticipated high demand, the sales, engraving and installation process needed to be structured, reliable and capable of managing volume efficiently.
The Solution
Intaglio planned and delivered the Armoury Square scheme from concept through to installation.
Fan-friendly process
A bespoke e-commerce website and sales platform was developed to manage supporter orders. Fans were able to secure a granite stone and personalise their message online, then received an update when their stone was installed along with their own location map so they could easily find their stone.
A dramatic focal point
In addition to the personalised fan stones, Intaglio designed and installed bespoke player benches and impressive centre-piece stones that incorporated an Arsenal-themed narrative. The result was an impactful focal point within the space, and a popular place for fans to gather, connect and take in the atmosphere on matchdays.
Built at Scale. Checked One Stone at a Time.
More than 18,000 stones were engraved and installed as part of the scheme, each individually engraved and quality-checked. From personal milestones to messages of lifelong loyalty, every stone played its part in telling Arsenal’s story.
Fun fact: Eight marriage proposals were also included within the installation.
We wanted the fans to have their space, where they can have their own personal messages and be a permanent part of the stadium. The interest for Armoury Square has been incredible. As a consequence, we've had to expand the project further than we initially envisaged.
The Results
Armoury Square generated more than 18,000 personalised stone sales and became a permanent supporter feature at Emirates Stadium.
The demand exceeded initial projections, leading to the expansion of the scheme beyond its original scope.
For Arsenal, the project delivered:
- Over 18,000 personalised granite plaques
- A high-volume supporter sales programme that gave an additional non-matchday revenue stream
- An impressive permanent installation aligned with the ‘Arsenalisation’ strategy
- An expanded scheme due to strong uptake
- A scheme that strengthened supporter connection within the Emirates Stadium footprint
Armoury Square remains a visible part of the Emirates Stadium environment and a lasting record of supporter presence.
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