Sky opens backstage area at The O2

Sky has established a backstage area at The O2 exclusively for its customers, including what is claimed to be the world's first 3D viewing gallery.

Opening today, Sky Backstage at The O2 is located directly behind the London venue's arena stage and is only available to Sky customers and their family and friends.

Subscribers can register online for a Sky Backstage pass, permitting them and up to three guests to access the area before or after shows in the main arena.

Inside the state-of-the-art space, Sky customers can experience the thrill of being snapped by "virtual paparazzi" on a red carpet or be transformed into rock stars on a 3D screen.

They can also access a dressing room area staffed by professional hair and make-up artists, as well as enjoy a bar and food zone.

Sky Backstage is accessible via the Sky Gallery, a new three-storey building located inside The O2 that features a world-first gallery showcasing the broadcaster's 3D content, including nature, ballet, sports and movies.

"We want to give all our customers the opportunity to get closer to the entertainment - it's our way of saying thank you," said Lisa McHugh, Sky's director of customer communications & loyalty.

"We are therefore delighted to be able to give our valued customers experiences like Sky Backstage, making their visit to The O2 even more unforgettable."

Lesley Saville, executive director of partnerships at AEG Europe, owners and operators of The O2, added: "Since opening, The O2 has been a showcase for leading technology and world firsts so we are thrilled with Sky's innovative introduction of Sky Backstage and Sky Gallery."

In August 2009, Sky became a founding partner in The O2 as part of a wide-ranging deal that includes brand exposure throughout the venue and the opportunity to demonstrate Sky content and products.