The radical redesign of Arsenal's new kit for its VIP fans has been hailed as a triumph, a tour de force and a capturing of the zeitgeist, by the media and celebrity (M&C) community.
Designed by Wayne Hemmingway (or someone like him) the new corporate fan kit has reverted to tradition. Gone are the old garish blue and yellow colours, and the name tag Lanyard now comes in a red and white nylon rope. The central name badge is in plain white, and the see through plastic of the badge - which many die hard corporate fans hated - has gone, to be replaced by old fashioned red PVC.
The corporate goody bag has also had a retro makeover. The hated nylon fabric of the goody bag, the rope and the pointless mesh trim, has been replaced by an Egyptian cotton creation that harks back to the early days of corporate entertainment at Highbury. Many fans complained that the modern corporate goody bad was "like one of those things they give you at trade shows" and functioned neither as a hand held bag or over the should mini duffel bag.
There have been a few surprises in the contents of the corporate goody bag too. Gone are the soft rubber stress balls, the baseball caps and the big styrofoam hand. Instead, VIP guests will find a Jesters hat, a replica Vuvuzela and one of those V shaped clappy things. But the real innovation is a new mini banner that corporate fans can hold up. On one side it says "Arsene Wenger, Legend" but, if the game isn't going well, it can be flipped over to read "Wenger Out."
"THis is the Arsenal we know and love," said Piers Morgan, die hard Arsenal fan from Guildford, who has supported the Gunners ever since Nick Hornby invented in the 1990s.