Guildford Town Centre World Cup Watch Zone

What We Did

Creative Direction
Visual Identity
Activation Design
Asset Design
Copywriting

Industry

The World Cup goes to the mall

When FIFA World Cup fever hit in summer 2026, Vancouver came out to play—and Guildford Town Centre engaged us to ensure shoppers never missed a moment of the action. Our brief was to create a fun, energizing and memorable viewing area to watch the games. Large screens, open seating, interactive zones and photo-op moments were all key considerations as we got to work.

Celebrating the beautiful game

The FIFA World Cup unites us naturally—and this space became a hub for every match, with infectious levels of adrenaline.

With a jumbo screen and bold signage, the zone turned into a meaningful gathering space that united the community—sometimes hosting hundreds of people at once—whether they were comfy in a stadium bucket bench or camped out on the turf pitch.

Designing a standout activation

We were inspired by the feeling of being on the turf itself—landing on the name “Centre Court Kick-off” and designing around it. Our conceptual exploration led us to pentagon-shaped turf footprints inspired by the panel shape of a classic football, custom bucket seating, a vibrant international palette and raised turf benches. Leaning on both modern and retro influences, it all came together in a cohesive visual identity for the space.

Experiential connection at every touchpoint

For the month-long activation, we rolled out an entire suite of assets. Through signage, digital screens, vinyl graphics and printed materials, Centre Court Kick-off stayed top of mind for visitors. We further connected with customers through fully branded, football-themed giveaways: custom scarves, drawstring boot bags, stickers and stainless steel water bottles.