AEG hired ROSSETTI to redesign the premium products and public interface of Tele2 Arena to drive revenue. The new interiors enhance the fan and sponsor experience combining Scandinavian style with American hospitality concepts. An exclusive, members-only club includes an adjacent lounge area and is the ultimate in business entertaining. The supporter clubs are open and communal yet provide fanatic fans a space of their own. Restaurant concepts offer special ticketing options and incorporate indigenous Scandinavian design metaphors. Tele2 is the first European stadium that tailored its premium products for revenue, and created a sensation in Sweden. It won the ‘Stadium of the Year’ Award by Stadium Business in 2014.