The O2, the music and entertainment venue, has launched Encore, a new brand which groups together the venue’s premium offerings; suites – private space and bar, premium seats – best seats guaranteed, and the recently launched Club 101 – exclusive lounge space.

Developed from research conducted with Premium members, Encore offers “more choice and more experiences”. The new brand will see further investment made to the current offerings and is part of a wider strategy to “further engage with the current market and reach new audiences”.

New for 2019, Club 101 gives guests the opportunity to see every show throughout the year in exclusive surroundings. Perched on the premium levels of The O2, Encore Suites give guests “unbeatable views of all the action”. The suites seat 15-18 people with entertaining space, casual seating and a private hosted bar, with the opportunity to increase capacity for high demand shows.

Once inside, guests will be looked after from pre-show to finale. Encore Suites memberships include seats for every show, have the option to decorate to the client’s taste, reserved car parking, in-suite catering, members lounge access and a dedicated account manager are all included. Prices start from £195,000 + VAT annually.

Matt Botten, senior director of premium seating at The O2, said: “Under our new brand of Encore, the premium products we deliver provide a unique and unrivalled experience at the venue and we continue to develop and invest in our offerings. The O2 is the world’s most popular music and entertainment venue, we are incredibly proud to hold over 200 events a year and look forward to welcoming global artists including Hugh Jackman, Michael Bublé, and Ariana Grande as well as world-class sport with ATP, boxing and the recently announced RugbyX event.”