Objective: Buzz & Sales
Create a space that could generate brand affinity and sales while celebrating Soccer’s GOAT, Leo Messi, and his arrival to the MLS as an Inter Miami Club Football captain.
The Situation
American soccer fans are extremely passionate about the sport and have a deep love and loyalty for their clubs. We wanted to design a pop-up to mark this massive moment for the growing Miami fanbase with Messi's signature jersey and adidas gear set in a dramatic soccer dreamscape — all while building on the Messi mania, the biggest news in U.S. soccer since Beckham.
Idea: Fútopia
Messi bringing his talents to South Beach is a euphoric scenario that soccer fans could only dream of. Now, the moment they’ve been waiting for has arrived. Step into a world of soccer and get transported into an experience filled with moments of discovery that blend pitch and product perfection. We’ll play to the senses and leave guests feeling love for Messi and the growing soccer community in Miami.
Authentically Miami
Wall to wall, the experience was designed to feel like a soccer dreamscape. Inside the doors, sunset-like colors wash over the space with pops of electric light from custom LED fixtures and patterns inspired by Inter Miami and the community’s local Art Deco scene.
Culturally Relevant
From custom artwork and props designed by local artists, to dwell zones featuring a FIFA gaming station, digital films on Messi’s historic World Cup run, and Inter Miami Club Football games on display, the pop-up experience authentically connects visitors to the latest moments in sport and culture.
Designed To Be Shared
Artisanal sport installations can be found throughout the space, like a golden goat statue, a wall constructed out of soccer balls, and a pink-on-pink soccer-infused dwell area that entices guests to share the experience on social for the chance to win an authentic, autographed Messi jersey.
Messi Museum
Various touch points were curated to surprise and delight fans with artifacts from Messi’s historic career, like the kits from each of his five World Cups and a footwear display that heroes the 7 pairs of his cleats he wore during each of his record-setting 7 Ballon d’Or seasons.
Whether you’re looking for an authentic Messi jersey or exploring Leo’s historic soccer career and collaboration with adidas, the experience was designed to captivate its audience like Messi himself. To cap it off, our clients couldn’t be happier, which fills our cup.
'So good. The store is truly remarkable. When we saw it we told everyone we need to get media there. It's so damn good.'
-Erik Mendoza, Senior Manager Brand Marketing
Roles:
Creative Direction, Store Strategy + Design
Partners:
Creative Team / Jason Strong, Danielle Roberts, Roe Goodman
Editor + Motion / Michael Dow
Fabrication
Outform
Infinity Images
Steelab