Case study

Creating a hospitality area with pride

The Marriott Rugby 7’s is an international affair, with 70,000+ crowds drawn to Twickenham for the last game of the season’s global tournament, single-handedly keeping the fancy dress trade afloat.

Detail Management Services Ltd manage the external hospitality areas, and they briefed us to design the 2D graphics within the areas, along with some of the external graphics. With international sponsors such as HSBC, the graphics around the grounds and hospitality areas also need to be world class, keeping the spirit and creativity of the tournament alive.

With 2 large areas to dress, a tight deadline and a committee of company directors to ultimately sign off the graphics, we had to work smart to deliver the creative and artwork efficiently and cost effectively.

Every year the tournament has an overriding theme chosen by the RFU, this year the tournament was based on a safari theme and the HSBC hospitality area became ‘Lions Lodge’ – Pride of England.

This was particularly good for HSBC as they are the sponsors of the British and Irish Lions, who are currently on tour in Australia. We worked with the proposed elevations and plan drawings from Detail to pull the concept together, discussing the direction with them to align with the internal and decor they had chosen. Our first task was to create the graphics for the main HSBC hospitality area.

We created a panoramic savannah landscape to span the entire internal HSBC structure. These focal points were two composites of intense savannah games, with some lions coming into play!

As the internal walls were 3m high we had to crunch through some elephant sized Photoshop files, putting our iMacs through their paces. We survived the hunt with only a few scars – our trusty G5 Mac tower piled in to give us the brute force to pull through.

The external walls followed the theme, with a mud hut styled structure and HSBC branding, guarded by lions.

One of the key features was the bar (naturally!) – we developed a pattern to run around the fascia based on traditional Masai patterns which also lent themselves well to the HSBC brand palette. The bongos forming the bar supports carried on from around the DJ area, tying it all together.

The pattern was also used extensively around Obolenskys Restaurant, the private dining area within the stadium for the tournament sponsors.

Added to the scope of the project were graphics leading to the main external area, the ‘Game Reserve’. We created a 3m high stampede running towards the entrance, drawing the crowds into the action.

Client overview

Detail is a design-led organisation specialising in creating unique and effective hospitality environments for major events and venues.


“We approached Chemical Code as we needed to expand our 2D visuals team – with a host of major sporting events coming up we needed an external team we could rely on to create and deliver a world class environment. They worked up the initial creative which was quickly signed off by the RFU and HSBC, keeping the balance between an engaging, dramatic experience and prominent client branding. As with any major sporting event the goalposts can change at the 11th hour, and despite some major changes to the structure in the final week Chemical Code worked closely with us and our production team, pulling out the stops to ensure everything was delivered on time. It’s great to know it’s not just us that work round the clock when the deadline is looming! The finished area looked fantastic and the guys came down on the opening day to see it all in place which was great - hopefully they’ll stay for a few beers next time!”