FIFA World Cup Vancouver
Sports · ExperientialThe best part of a Whitecaps game was never just the 90 minutes. So why design a World Cup around only the stadium?
4
neighbourhood activations mapped across Vancouver, not just the stadium
key findings
4 neighbourhood activations around BC Place
why i chose this
Working matchdays at BC Place (Whitecaps games, BC Lions games, university events) changed how I think about sports experiences. The most memorable moments are rarely only the game, they're the walk to the stadium, the transit ride with thousands of fans, the celebrations after.
the challenge
Traditional sports marketing focuses heavily on ticket holders, but major events shape entire communities. The question: how can Vancouver create a World Cup experience that belongs to the whole city, not just the people inside the stadium?
research
Built from direct matchday observation at BC Place (Whitecaps, BC Lions, UBC Athletics events), plus a review of past FIFA host-city playbooks, Vancouver neighbourhood culture, and transit accessibility across the city.
what i noticed
the strategy
Reframe Vancouver itself as the venue, not the stadium.
execution
success measures
reflection
The most memorable part of a game happens before kickoff and after the final whistle. That's the experience I designed for.
final deliverables
Host city campaign map
Transit station ad