VIP Guest Program Hospitality
adidas
Fifa World Cup 22
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Art Direction
Creative
Design
Experience

The Team 🔥️

The best sports brand in the world needs to deliver the best sports hospitality in the world. That’s why adidas host guests at the UEFA Champions League Final and Fifa World Cup. It’s an opportunity to tell a story on the world’s biggest stage to their most valuable customers.

I was creative lead and designed and built adidas's hospitality space for the Fifa World Cup in Qatar 2023, from concept to final roll out working tightly with production and account team across all touch points at every step of the process.

The hospitality space became a journeythrough 'adidas’ playing on a world of colour concept that was representative of each and every country. The space was built to showcase the brands latest FWC campaign, 8 new nation World Cup kits, hero the 2022 ball, elevate product and create an environment where guests can eat, drink, relax, network and enjoy the show.

Two waves of guests used the space, Semi Final and Final stages.

Working Deck / Miro Development Bespoke

Feature Film sent to guests after they leave the hospitality experience.

Personal phone footage of the space before launch.

VIP Guest Program Hospitality
adidas
Uefa Champions League Final
Istanbul 2023
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Art Direction
Creative
Design
Experience

The best sports brand in the world needs to deliver the best sports hospitality in the world. That’s why adidas host guests at the UEFA Champions League Final. It’s an opportunity to tell a story on the world’s biggest stage to their most valuable customers.

I was creative and design lead and built adidas's hospitality space for the UCL Final 2023, from concept to final roll out working tightly with production and account teams. The final was in Istanbul, a magical city steeped in history and traditions. Our event was Inspired by 3 key things:

1. Two Continents united - East and West
2. The final of 2005 - One of the greatest of all time
3. Connection - Three bridges connect europe and asia

All digital, print, interior experience touchpoints were considered in detail.

VIP Guest Program Hospitality
adidas
Uefa Champions League Final
Paris 2022
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Art Direction
Creative
Design
Experience

Due to on going disruption / war in Russia, Uefa moved the UCLF from St.Petersburg to Paris very late on in the calender. Our plans changed late on in the process and the hospitality space went through an overhall, a process of reducing and pairing down ideas and simplifying due to production costs in Paris over St.Petersburg.

I was creative lead and built adidas's hospitality space for the UCL Final 2022, from concept to final roll out working tightly with production and account teams. The suite was white which is unexpected, particularly so in a hospitality space. Inspired by the geometric nature of the brands newly released product paired with softer transparent (sustainability minded) fabrics and materials. The faceting nature of the product became a key design feature evoking feelings of purity,transparency and empowerment.

Hello, I’m Sam; a London based Design Director ︎︎︎

A multi-disciplined ideas driven designer specialising in crafting best in class campaigns and executions across multiple channels.