Arsenal are building something bigger than football. The club has launched Block by Block, its most ambitious supporter-led consultation in the history of the women’s game, a project designed to shape the future of Emirates Stadium as the home of Arsenal Women.
Block by Block isn’t just about filling seats; it’s about creating a culture, a visual identity, and an atmosphere that feels unmistakably Arsenal. More than 150 supporters have already stepped into the process, joining six creative consultations that have reimagined what matchday looks and feels like. From iconic flag displays to a 40-metre hand-stitched tifo, from bespoke music sets to a mural honouring legends and lifers, every detail has been born from collaboration. Each workshop is led by an Arsenal-supporting artist or creator, turning ideas into tangible pieces of history. This is grassroots creativity meeting elite football and we're here for it.
And the movement is only growing. With all 11 Barclays WSL home fixtures being played at Emirates for the first time ever, and a record 17,000 seasonal members—including the first generation of Emirates season ticket holders—Block by Block is giving supporters a real voice in shaping the stadium experience. Five more consultations are locked in for this season, each taking place before kick-off, each designed to push the atmosphere to new heights.
The results so far speak for themselves. A mural in Block 26 pays tribute to Kim Little and the late Maria Petri, a name etched into the soul of Arsenal Women. The North Bank now boasts a flag display that will become a permanent fixture on matchdays. Music has been redefined, with playlists and walkout tracks curated to amplify the energy. Even the countdown to kick-off has been transformed, complete with hype films and live brass performances from She’s Got Brass, London’s only all-female 10-piece brass band.
Players have been part of the process too. New signing Olivia Smith joined supporters to share insights on what drives energy on a matchday, proving that this is a two-way street: fans and players building something together.
Richard Garlick, Arsenal’s Chief Executive, summed it up: “Our team is fuelled by the passion of our supporters who have been with us throughout our near 40-year journey. Block by Block harnesses the unique and diverse perspectives of the people who have built this community to help shape our next chapter together.”
Head Coach Renée Slegers echoed that sentiment: “Emirates Stadium is our home and we want every supporter to feel pride and connection when they come here.”
For Farah Chowdhury, Chair of the Arsenal Women Supporters’ Club, it’s about honouring the roots: “Arsenal Women’s culture didn’t start with a campaign; it started with the people who stood, sang, painted, designed, or simply showed up. Block by Block is about giving back to that and building forward together.”
With attendances soaring and sell-outs becoming the norm, Block by Block is a movement. Arsenal Women aren’t waiting for the future of the game to arrive. They’re building it, one block at a time.
Experience Arsenal Women in-person, as the new matchday music and hype film is debuted in-bowl at their next home fixture v Manchester City on 8 February. Ticket information here.
