"Twickenham Stadium is the largest dedicated, and one of the most impressive, rugby stadiums in the world. The stadium is currently undergoing an £80 million redevelopment to rebuild the South Stand. When complete, the new stand will include a four star hotel, a Virgin Active health and fitness club, a Marriott hotel, banquet and conference facilities and a theater. The challenge is to position the venue as a destination identity in its own right, a place for entertainment, conferences, business meetings and, of course, rugby. As a part of the rebranding we have designed a new wayfinding strategy for the entire stadium complex, both inside and outside the ground, including the route from the railway station, road signs, building signage, banners, environmental graphics, information zones and seating zones."