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.

Encore Suites, which seat 15 to 18 people with entertaining space and a private hosted bar, will cost fans £195,000 + VAT annually and sit on the premium levels of the venue.

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.”

A section of The O2 is also reserved for Premium Seat holders, costing members £4,950 + VAT per year and includes tickets to 10 shows and the option to purchase the best seats for every other public event.