The Problem — Why It Matters
How might we transform Boston’s City Hall Plaza into a vibrant, immersive FIFA Fan Festival™ that goes far beyond a public viewing event — creating an authentic, safe, and inclusive destination that unites diverse local communities, celebrates New England’s unique culture and spirit, and keeps fans engaged before, during, and after each match — all while meeting FIFA’s global standards for fan experience, sustainability, and community impact?
Key Insight
A successful FIFA Fan Festival™ must be more than a place to watch soccer; it’s an unforgettable citywide celebration that fuses global football culture with Boston’s local soul — sparking community pride, driving tourism, and setting a new standard for fan experiences.
1. A Viewing Party Isn’t Enough: Fans expect an immersive, festival-style experience that blends live match viewing with cultural programming, entertainment, and interactive zones — it must feel like a true destination, not just a screen.
1. A Viewing Party Isn’t Enough: Fans expect an immersive, festival-style experience that blends live match viewing with cultural programming, entertainment, and interactive zones — it must feel like a true destination, not just a screen.
2. Authenticity Matters: To resonate with locals and visitors, the festival must showcase Boston’s unique identity — from its sports heritage to local food, music, and community spirit — instead of feeling generic.
3. Inclusive & Safe By Design: Diverse audiences (families, newcomers, hardcore fans, and international visitors) need a safe, accessible, and welcoming environment with clear crowd management, accessibility features, and security protocols.
4. Sustainability & Legacy: Sustainability isn’t just an add-on; it’s a requirement. The festival must minimize its carbon footprint, support local businesses, and leave a positive economic and cultural impact long after the final match.
5. Innovation Drives Engagement: Modern fans expect digital-first enhancements — real-time data feeds, AR/VR activations, gamified experiences, and AI-powered crowd flow — to deepen connection and keep energy high throughout the event.
Design Strategy
We approached the Boston FIFA Fan Festival™ with a “Festival First” mindset — transforming City Hall Plaza into an immersive, multi-day destination that’s safe, flexible, and unmistakably Boston.
Key moves:
1. Celebrate Local Culture: Infuse Boston’s heritage and New England spirit into every touchpoint — from culinary offerings and local music to branded storytelling and iconic visual cues.
2. Design for Discovery: Use a free-flowing site plan that encourages exploration — festival zones, pop-up activations, and surprise moments keep fans moving, engaging, and sharing.
3. Make It Inclusive & Sustainable: Prioritize universal access, diverse programming for all ages and backgrounds, and sustainable practices that align with FIFA’s legacy goals.
4. Blend Physical & Digital: Integrate real-time data, AR/VR, and interactive tech to elevate the match viewing experience and keep fans connected on-site and online.
5. Operational Excellence: Leverage world-class event production, smart crowd modeling, and local partnerships to deliver a seamless, safe, and unforgettable celebration.
The Result
A city-transforming FIFA Fan Festival™ that reimagines Boston’s City Hall Plaza as a vibrant, inclusive, and immersive hub for fans from around the world — blending world-class match viewing with local culture, food, music, and interactive experiences. The design creates a safe, sustainable, and memorable celebration that builds community pride, drives economic impact, and leaves a lasting legacy for Boston’s place on the global stage.
