Client Name: Ulster Rugby
Location: Affidea Stadium, Belfast
Project Type: Renovation
Products Used: SAM20 Bullnose, SAM10 Moulded Architrave, SAM01 Square Edge Panelling, SAM5565 Charcoal Chestnut Slat, SAM5561 Primed Grooved Wall Panelling, SAM85 Dado Rail, SAM37 Dado Rail, SAM4152 Picture Frame, SAM502 Hockey Stick
Project Overview
Following the announcement of SAM as the new Front of Shirt Principal Partner of Ulster Rugby at the start of the season, we were pleased to support the upgrade of two of the club’s most iconic spaces, the historic 1924 Members’ Lounge and the Nevin Spence Memorial Centre.
Working in partnership with Ulster Rugby, we helped to deliver a comprehensive interior refurbishment, supplying SAM wall panelling, decorative mouldings, and architrave to achieve a high-quality, contemporary finish. The result is a refreshed environment that enhances the matchday and hospitality experience, that respects the club’s heritage while enhancing the experience for fans and guests alike.
Crafting a Space That Reflects Heritage
The refurbishment of the Nevin Spence Centre focused on introducing architectural structure and depth through considered interior detailing. SAM5561 Primed Grooved Wall Panelling was installed along the lower perimeter of the space and around the bar area, creating a strong visual base while adding texture and durability suited to a high-traffic hospitality environment. In the memorabilia area, the half-wall panelling was finished with SAM20 Bullnose, used as a topper to neatly cap the grooved panelling and create a clean, defined transition line.
The vertical detail brings rhythm and definition to the room, while SAM01 Square Edge Panelling was used to create box panelling across the upper half of the walls. This allowed for clean framing of memorabilia and feature panels, introducing sharp transitions and consistent lines across walls, columns and service areas so every element feels intentional and integrated.
The smooth primed finish of the SAM products provided the ideal base for the chosen heritage colour palette. A deep green was applied throughout much of the space, enhancing the warmth and character of the interior while ensuring the finish achieved full depth and coverage.
Together, these elements create a layered interior that balances warmth with robustness, built to perform long-term in a busy hospitality setting while maintaining a refined, high-quality finish.
Elevating the 1924 Lounge
The transformation of the 1924 Lounge focused on introducing depth as well as structure through carefully specified SAM mouldings profiles. The picture frame wall panelling was created using SAM37 Dado Rail, forming a balanced grid layout. SAM85 Dado Rail was used to divide the upper and lower sections of the wall, helping to ground the design and create clear proportion throughout, while SAM4152 Picture Frame moulding enhanced the upper wall detail with added profile definition.
Around the doors, SAM10 Moulded Architrave was paired with SAM502 Hockey Stick, creating a more substantial, layered finish at key transition points. The mouldings delivered clean mitres and sharp shadow lines, ensuring consistency across the entire lounge.
The smooth primed finish of the SAM MDF mouldings provided the ideal base for the space to be finished in the iconic red of Ulster Rugby, allowing the colour to achieve full depth and impact. Behind the bar, SAM5565 Charcoal Chestnut Slat Wall Panelling introduces texture while bringing in the iconic black of the Ulster Rugby logo, creating a strong visual contrast that ties the interior directly to the club’s identity.
Beyond aesthetics, the use of SAM mouldings ensures durability and surface consistency throughout, delivering a high-quality interior built to perform in a busy hospitality environment.
The result is a refreshed 1924 Lounge that looks sharper, feels more premium and is built to perform on matchday and beyond.
Would you recommend SAM?
From initial concept discussions through to final installation, the project was delivered in close collaboration with Ulster Rugby and the wider project team. Careful product selection, detailed profiling and a consistent finish across both lounges ensured the final result met the brief from both a design and functionality perspective.
The transformation has not only elevated the visual impact of the 1924 Lounge and Nevin Spence Centre but has also enhanced the overall hospitality experience for supporters, partners and guests.
“What a transformation! SAM have helped Ulster Rugby create truly special spaces with an incredible finish. The product, style and service were first class and reaction from supporters has been extremely positive. The level of detail from start to finish ensured a smooth and effortless process. Thanks to all of the SAM team for bringing these beautiful spaces to life.”
– Glenda Willett, Business Development Manager at Ulster Rugby
Feedback like this reinforces the importance of combining high-quality product with reliable service and technical support. For SAM, the project is a strong example of how considered interior detailing and the right moulding specification can transform hospitality environments at scale.
