Twickenham, which is considered the home of English rugby, is about to set into motion a redevelopment plan with an aim to transform its east stand.
The idea is to double the available space on the east stand, creating an additional 10,750sq m (115,712sq ft) to facilitate improvements to existing hospitality areas.
KSS Architects have been given the contract to modernize the exterior of the stand as part of the redevelopment, although the existing bowl infrastructure and seating will not be changed.
Rugby Football Union, which is funding the project, has so far declined to reveal the financial specifics of the redevelopment work. A spokesperson of the governing body however asserted that the profit generated through the improvement works will by ploughed back into rugby, from grassroots to elite level.
A public consultation for local residents, businesses and other stakeholders was held on 31 May, with a second session to follow on 4 June. Subject to planning permission, the RFU expects the work to be completed by autumn 2018.