Dickie's Hospitality Suite at TMS

Project Scope

The folks that make world-famous Dickies Work Wear called Meisel with some very exciting news. They had signed on as sponsors of the Nextel Cup Dickies 500 race at Texas Motor Speedway. The first race, scheduled for November 2005, will include a $500,000 sweepstakes prize. The Dickies brand will be on view for the huge national NASCAR audience that will tune in for the race on NBC. The Dickies hospitality suite will be the site of a lot of the action at the race. Dickies' Senior Art Director knew she wanted to bridge the past and the present and share her company's wonderful and colorful history with the many guests who would come to Fort Worth for the race.

Meisel's Solution

A company that began in 1922, Dickies has lots of terrific images. One particular shot from the 1930's shows "Colonel" Dickie posed in front of a car with the famous Light Crust Doughboys band. The art director wanted to use Meisel's Digital Wallpaper to create a dramatic impact when people walked into the suite. Using this image along with other memorable shots, she created a historical background in sepia tone and overlaid it with the colorful Dickies logo, which really pops off the wall. Graffiti resistant with vibrant color, the wallpaper was also an affordable solution, even at 400 square feet. Meisel contracted a great installer that prepped the walls and hung the paper, creating the terrific image you see here.

The Dickies "Walking Man" dressed in his signature matched work set was from an ad campaign that ran in Life magazine in the 1950's and has become a Dickies icon. Printed life size on Lambda paper, mounted to gatorfoam and digitally die cut, he looks every inch the granddaddy of the company. A timeline covering the history of the company spans the back wall. Framed prints from current ad campaigns help complete the branding message. And the logos for the race as well as the Pro Bull Riders, another sport that Dickies sponsors, would bring the past together with the present.

The Results

As you can see for yourself, the suite is a warm and inviting room that clients and friends who attend the race will enjoy for years. Monitor the race results and enter the sweepstakes by logging onto www.dickies.com. Thank you Dickies, for letting Meisel be a partner in your success.