FIFA World Experience
Year
2026
Client
FIFA World
Service
Experiential Design, Spatial Programming, Interactive Concept Design, Visitor Journey Strategy
FIFA World — a flagship global entertainment destination translating football's mythology into a multi-zone immersive experience. The project covers spatial strategy, visitor journey design, interactive attraction concepts, and physical environment direction across Play, Watch, and Live zones.
© FIFA World Experience
The Strategy — Converting Visitors into Believers
The project was anchored by a single strategic question: how do you convert FIFA World visitors into believers? The answer was built around three experience tactics — Find Your Team, Gamify Growth, and Bring Drama to Life. Together, these form a modular framework that scales across zones, locations, and audience types while delivering a consistent emotional arc: allegiance, progression, and spectacle.
The visitor framework identified five distinct audience groups — die-hard fans, young dreamers, casual supporters, family units, and accessible visitors — each requiring a different entry point into the experience. The programme was designed to meet all five simultaneously, with signature moments that cross audience lines and create shared memory.
The Concepts — Selected Experiences
10 flagship experiences were developed across the three zones, each with a defined spatial footprint, technical specification, prototype brief, and visitor flow. The experiences range from the visceral — the Players' Tunnel arrival sequence, a curved LED immersion that physically replicates the emotional charge of walking onto the pitch — to the strategic, playful, and deeply personal.
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