The East Stand

Masterplanning, TIERING, Brand Design, Interior Design, Interior design management

We created a true ‘Home of Rugby’ for the new East Stand extension at Twickenham Rugby Stadium. A family of rugby aligned, high-street level hospitality offers were masterplanned, designed and delivered across seven vast levels. The result was best-in-class rugby stadium hospitality which completed and launched September 2018 to the plaudits of the RFU and England Rugby.

We commenced the project by conducting a number of research workshops with the relevant stakeholders to determine the desired deliverables for the project – four for hospitality and two for debenture holders.
Utilising the outcomes from our ‘Identify’ workshops, it was apparent that a collection of hospitality spaces, each linked by an overarching rugby theme was required to provide guest-centric environments.
Having identified the right mix of hospitality offers and designed the environments to deliver rugby aligned offers, we proceeded to work with the contractors to deliver the finished products.
Twelve months after delivery, uptake of hospitality-specific packages for match days has increased by a significant amount resulting in discussions to upgrade the remaining facilities within the stadium.