Description

For the 2022 World Cup, adidas introduced the Home of Football — an immersive space where fans and public figures gathered to celebrate the competition through live matches, concerts, and special events. Naza performed a rap concert, while Aminematue hosted a live show featuring guests such as Inoxtag, Mister V, Maghla, and many more.

As an Art Director at WE ARE YOUNG, I supported this project from start to finish. From the initial concept, creating clear visuals and mockups for client presentations, to the final production, including custom assets and a tailored visual identity. The entire project was designed to maintain strong visual consistency across all elements — from small items like a can to large-scale installations such as a full-size football field.

CONCEPTION

The event identity draws inspiration from the aesthetic of 70s family homes, combined with the universe of the adidas campaign.

IDENTITY

The patterns were designed so that each space reflects a different aspect of the campaign, while also acting as visual cues. They help define the zoning and naturally guide the audience through the space.

PRODUCTION

Once the event identity was established, every element was developed to reflect its visual language. The project evolved through different stages — starting with mockups, then moving into the production of all elements — with the goal of creating a fully immersive experience. From the outside, the facade and the full-scale football field immediately set the tone: a colorful, dynamic, and impactful environment.