GUINNESS Women’s Six Nations Launch
Little Gallery
About the event
The GUINNESS Women’s Six Nations 2025 launch brought together captains from all six teams, alongside key media representatives, influencers, sponsors, and stakeholders for an intimate yet high-impact showcase. With just over 120 guests in attendance, the event was designed by the client and their creative communications agency, Premier Comms, to elevate the player experience, create compelling media moments, and provide stakeholders with an impactful and exciting insight into the tournament.
Historically, media days for players have lacked atmosphere or engagement, so one of the objectives of this event was to turn that on its head. A bespoke British experience, it began with the six team captains travelling down the Thames by boat, before transferring onto a branded double-decker bus which parked directly outside our Pennington Street entrance. This entrance was fully branded to deliver a bold first impression, setting the tone for the day ahead.
Once inside, the players were presented in the Little Gallery, walking a runway towards a dramatic curved LED screen showing immersive training and match-day footage. It was a powerful reveal moment designed to generate excitement and give sponsors, media, and fans a true sense of anticipation for the upcoming tournament.
Facilities and facts
Many spaces, one venue
The venue’s connected yet distinct spaces were key to the event’s success
The perfect backdrop
The exposed beams and brickwork of the venue made the branding sing
Versatility
Little Gallery was used as the LED screened player's showcase and also the networking session location
Why Tobacco Dock?
Tobacco Dock was selected for its unique ability to deliver on a complex set of logistical, creative, and experiential requirements under one roof. Key to the success of the event was the proximity and versatility of the venue’s spaces. From media zones and broadcast studios to communal networking areas, back-of-house facilities and immersive staging, every requirement was met within easy reach.
The venue’s layout allowed for smooth movement between multiple touchpoints without disrupting the flow of the day. East Mall 1 provided generous room for broadcasters such as BBC and France Télévisions to conduct simultaneous individual interviews without sound or visual interference. This was a major advantage, solving a challenge faced by organisers at previous venues. Climate control throughout these areas further elevated the comfort and professionalism of the set-up.
Back-of-house was just as carefully considered. The North Vaults offered ample dressing rooms and private areas for players to relax away from media eyes — a significant improvement over previous events where talent had little space to regroup or recharge.
In terms of production, the on-site presence of suppliers such as Moss, Creative Technology and Tobacco Dock Food proved invaluable. Pre-production was streamlined through easy collaboration, with all partners deeply familiar with the venue’s infrastructure. The semi-dry hire model allowed organisers to leverage in-house tech and catering without needing to build from scratch, saving time, money and effort.
Tobacco Dock’s industrial brickwork backdrop also added distinctive visual appeal that resonated strongly with the GUINNESS brand.
Ground level
Vaults level
THE END RESULTS
The event successfully delivered on all fronts, from player experience to brand exposure and media impact. The heart of the event was the Little Gallery, used for both the player showcase and later networking, while East Mall Square played host to a striking live mural activation. Guests arrived to see a semi-finished spray-painted mural of the six team captains, which evolved throughout the day with real-time additions by professional artists. Even the players got involved, creating dynamic content and standout photo moments for the press.
Each of the East Mall spaces served a specialised function — East Mall 1 for media interviews, others for studios and filming zones. This flexible yet tightly-focused layout kept production smooth and schedule-tight. The North Vaults provided a much-needed back-of-house refuge for players and their entourages.
Throughout the day, Tobacco Dock Food ensured a seamless catering experience, with a continuous stream of refreshments that supported networking and downtime. In partnership with GUINNESS, the drinks offering was a particular highlight, culminating in a two-hour reception in Little Gallery with branded drinks and premium canapés.
The event received significantly more media coverage than in previous years, including a feature on BBC One’s Saturday Morning programme. GUINNESS and the Six Nations brand received outstanding exposure, with the event content heavily picked up across multiple platforms. Sponsors including Diageo, Breitling, SAGE, and Monopoly were all well represented and highly visible throughout the day.
What We Loved
The organisers made inspired use of Tobacco Dock’s varied spaces to create a memorable journey for guests. From the dramatic branded arrival at Pennington Street to the impactful reveal in Little Gallery, each element was designed to surprise and engage. The flow through the venue encouraged a sense of discovery and energy throughout the day, with each touchpoint, from the live mural to media zones, serving a clear purpose in the guest experience.
Bringing the launch of the 2025 Women's Six Nations to Tobacco Dock was an obvious choice and the results spoke for themselves.
The venue naturally suited all the required spaces and guests enjoyed being able to move between areas organically. We always feel safe with the venue team at Tobacco Dock, and the added bonus of literal in-house suppliers creates a very relaxed environment to work in. The choice of partners recommended by Tobacco Dock are undeniably seamless, as is the support from the venue team both on the day and in the lead-up.