The O2 in London has launched Encore, a new brand that groups together the venue’s premium offerings, including suites, premium seats and the newly launched Club 101.

The O2 said that the brand will see further investment made to the current offerings and will become part of a wider strategy to further engage with the current market and reach new audiences.

The new Club 101, which costs £13,500 ($17,600/€15,600) + VAT annually, provides members with level-1 seating in the arena in a private shared space, with views of the stage, access to every show, refreshments on arrival, exclusive private car and taxi drop off points, fast-track entry and chances to upgrade to a suite at members’ rates.

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