Importance Score: 20 / 100 🔵
Australia’s Most Luxurious Corporate Box: Cotton On’s Exclusive Suite at GMHBA Stadium
Nestled within the members’ section of the Charles Brownlow Stand at GMHBA Stadium in Geelong, lies what many consider the pinnacle of corporate hospitality in Australian sport: the opulent corporate box owned by retail giant Cotton On. This lavish space is so exquisitely designed that some observers jokingly suggest its vantage point surpasses even the coach’s prime view of the game, setting a new benchmark for AFL corporate entertainment.
An Envy of the AFL Corporate Scene
This palatial suite, adorned with marble bars, supple leather lounges, and offering private access, has quickly become the coveted destination within the Australian Football League’s corporate landscape. It is the prized asset of Cotton On, a significant Geelong Football Club benefactor, major sponsor, and official apparel partner since 2016, underscoring their commitment to the Cats.
The Vision of Cotton On Founders
The creation of this exclusive space stemmed from the vision of Cotton On’s typically private founder, Nigel Austin, and his cousin, business partner Ash Hardwick. Despite their preference for a low profile, their extraordinary creation has drawn considerable attention and admiration.
On game days, Austin and Hardwick entertain up to 50 guests, providing them with exceptional hospitality and family-friendly features such as face painting for younger attendees, creating a welcoming atmosphere for all.
Comfortable seating and inviting textures create a relaxed and special atmosphere for all guests on game day.
Expansive windows provide unobstructed views of the field, ensuring guests feel immersed in the game from any location within the suite.
Designed for both relaxation and enjoyment, the corporate box enhances guest connection to the team and the vibrant game atmosphere.
Exceeding Expectations: A Million-Dollar Fit-Out
When the Geelong Football Club presented an opportunity to acquire new level two corporate boxes in the Brownlow Stand, priced at $60,000 annually, Cotton On seized the chance to create something truly exceptional. Rather than accepting the standard fit-out, they opted to custom-design and construct their own space from the ground up, investing over $1 million in the process.
They enlisted the expertise of renowned designer Greg Natale to conceptualize and realize their vision. Drawing inspiration from the iconic Polo Lounge in New York, Natale aimed to craft a bespoke, high-end experience unparalleled in Australian sports venues.
‘My intention was to evoke the ambiance of a members-only club, rather than a conventional corporate suite,’ Natale explained regarding the design concept.
Breathtaking Design and Premium Materials
The outcome is undeniably stunning. The suite boasts features such as:
- Coffered ceilings
- Custom Tasmanian oak joinery
- Elegant black Cambrian granite benchtops
Brass accents are incorporated throughout the space, while Ralph Lauren lighting fixtures cast a sophisticated, subdued glow over the box during evening matches.
Even the soft furnishings are custom-made, featuring Ralph Lauren cushions and uniquely designed furniture, adding layers of comfort and refined style.
Every element, ranging from stools to side tables, was specifically created for this exclusive space, utilizing rich leathers, premium timbers, and polished brass.
The open-air terrace provides fresh air, excellent field views, and a relaxing area between game periods.
Navy, timber, and metal finishes showcase team spirit and impart a contemporary feel with a sleek design aesthetic.
Vintage photographs displayed on the walls celebrate the club’s rich history and Cotton On’s local heritage and shared principles.
Unique Design Elements and Fan Reactions
A Greg Natale blue and white wallpaper design adorns the walls, complemented by Geelong Football Club memorabilia and carefully selected artefacts.
A striking tessellated floor pattern serves as a key design highlight, seamlessly connecting the indoor lounge area to an outdoor terrace via bespoke glass and steel partitions, blending indoor and outdoor spaces.
This outdoor terrace, equipped with a dedicated security presence and a private access point, offers guests an unmatched vantage point to witness the Geelong Cats in action.
The final product has captivated football enthusiasts, eliciting admiration and humorous commentary online.
Social media users have commented on the box’s superior view, with one noting, “Well they’d probably have a better view than the opposition coach who depending on the time of the game has the setting sun shining directly into their box.”
Another added, “That’s the type of s*** every club should do but they all gave away their home grounds,” reflecting on the exclusivity and quality of the suite.
Adding a touch of jest, one user quipped, “I heard the only way back and from the box is a 23 minute elevator ride,” highlighting the perceived exclusivity and grandeur.
Global Stadium Suite Comparisons
Cotton On’s creation is now being favorably compared to some of the most prestigious stadium suites globally, rivaling premium offerings found in iconic sporting venues such as Wembley Stadium in London and Arrowhead Stadium in Kansas City, solidifying its status as a top-tier hospitality destination.
Outdoor seating and verdant plants cultivate a tranquil, social environment for enjoying the game and sunlight together.
A private bar facilitates effortless drink service, featuring elegant finishes and subtle lighting for guest comfort.
Warm lighting contributes to a serene room atmosphere, ideal for relaxation before or after the match.
Team News: Stewart and Mannagh Return
In related news, Geelong is set to welcome back Tom Stewart and Shaun Mannagh for their upcoming game against the Melbourne Demons at GMHBA Stadium.
Coach Scott expressed caution regarding Melbourne ahead of the Friday night game, acknowledging their capacity to perform at a formidable level.
Stewart was a late exclusion from the previous week’s match against Brisbane due to a knee concern, while Mannagh is poised to return to the team for the first time this season after recovering from a foot injury.
‘He’ll play, barring unforeseen circumstances in the next 24 hours,’ Scott confirmed regarding Stewart, a key player for Geelong and their defensive leader.
‘He was very close to playing last week, which instilled confidence in his recovery and subsequent training sessions have reinforced that expectation.’
Scott noted Mannagh’s absence from the AFL team has been longer than initially anticipated.
Forward Shannon Neale is also set to play, while midfielder Mitch Knevitt will be sidelined due to a foot injury, and Jhye Clark has been omitted from the team.