Client
Roxy Ball Room
LOCATION
St. Mary’s Axe, London
Sector
Hospitality
Services Delivered
Creative Concepting, Design, Fabrication, Installation
Roxy Ball Room St Mary’s Axe – Where Music Meets Mural
When Roxy Ball Room opened their new venue at London’s St Mary’s Axe, they weren’t just after decoration – they wanted a full-scale brand experience delivered through bold, immersive wall graphics design. With their music-fuelled, high-energy personality, Roxy challenged us to create a visual journey that would captivate guests and reflect their rebellious, rhythm-driven identity throughout the space. At Leading Edge, we met the brief with a powerful venue wall graphics solution that didn’t just represent the brand – it brought it to life on every wall.
WALL GRAPHICS THAT HIT EVERY BEAT
This project wasn’t simply about aesthetics. Rather, it focused on creating a consistent, unforgettable atmosphere throughout the venue. Each space needed to tell its own story; however, it also had to support one cohesive brand narrative.
What We Delivered
Bespoke Wallpaper Graphics
To start, we took inspiration from Roxy’s iconic colour palette—black, white, and blood orange. Using these bold tones, we designed textured, layered wall treatments that pulse with energy. As a result, every pattern, print, and finish reinforced the venue’s edgy attitude and musical DNA.
Pool Room – London Beats Meet Roxy Streets
In this space, the London underground music scene takes centre stage. Chevrons, retro textures, and screen dots merge with deep tones, creating a club-like atmosphere that perfectly mirrors the energy of the game.
VIP Room – Legends in the Limelight
Next, the VIP room pays tribute to British music legends. Gritty, punk-inspired artwork combines with portraits and album-cover motifs to deliver visual depth, while the signature Roxy colour scheme adds unmistakable flair.
Bar Room – Urban Energy Meets Rock ‘n’ Roll
Meanwhile, the bar area blends cocktails and culture. Here, gritty textures and bold geometric patterns come together to form a dramatic backdrop that captures Roxy’s high-energy personality.
Basketball Zone – Mythology Gets a Makeover
One of the most memorable areas is the basketball zone. In this space, classical art meets street-style humour. A graffiti-style Greek god holding a basketball adds playful surprise and keeps the tone bold and irreverent.
Stairwell – Wayfinding with Attitude
Finally, even the stairwell received the Roxy treatment. Directional signage becomes part of the visual language—chevrons, textures, and bold arrows guide guests with style and confidence.
A BRAND EXPRESSION IN FULL VOLUME
Ultimately, this project was far more than a wallpaper installation – it was a complete brand transformation achieved through immersive wall graphics design. From the VIP lounge to the stairwell, every surface at Roxy Ball Room St Mary’s Axe now embodies the energy, attitude, and rhythm of the brand, turning the entire space into a bold and unforgettable experience.
At Leading Edge, we do more than deliver signs – we help brands speak louder, bolder, and brighter.
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