Amex Stadium 1901 Lounge Refit for Overline

Overline are the official telecoms provider to The Amex Stadium, the home of Brighton and Hove Albion Football Club and are one of the South’s leading business telephone suppliers with over 20 years’ experience in the industry.

Overline had the responsibility to cable the entire stadium and provide the telephone and IT systems throughout the club. One year after the stadium’s launch Overline decided to sponsor the main hospitality lounge, now known as The Overline Lounge.

Overline approached Identity with a brief to dress the lounge with the Overline branding and to demonstrate the company’s achievements over the past 12 months at The Amex.

Identity provided Overline with a fully interactive 3D presentation demonstrating the proposed look and feel of the lounge after completion of the dressing. After a few revisions, we had artwork approval and a 2 week window to produce and install the graphics!

Different materials and techniques

This project used a variety of different materials and techniques; 105m of digitally printed wallpaper, twelve clear acrylic plaques of many different shapes and sizes, 20m of frosted-effect vinyl text for the windows and 71 raised PVC letters – all produced and installed ready for Overline’s Launch Party.

Members Praise

Overline received praise for the completed lounge from 1901 club members, clients and visitors to the stadium. Visitors to the stadium now recognise the Overline brand and just need to walk around the room to understand Overline’s values, service offering and achievements.

case study fact


The Amex Stadium is set three storeys down into the ground. 138,000 cubic metres of chalk was excavated for its construction, which was put on the field on the south side of Village Way

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