ADIDAS QATAR | PETEKONG.DESIGN

Adidas World Cup Hospitality
FIFA 2022.

At the heart of the 2022 FIFA World Cup final in Qatar, Adidas sought to elevate its brand presence and immerse VIP guests in an unforgettable experience that celebrated both sport and innovation. In collaboration with Wasserman, Adidas aimed to create a hospitality space that would seamlessly blend the excitement of the tournament with the brand’s identity, product showcase, and exclusive engagements.

The Challenge

The challenge was to design a dynamic hospitality experience that would serve as a multi-functional space for Adidas to host VIP members, showcase its product innovations, and reflect its deep connection to the global football community. This required careful consideration of both the visual and functional elements, integrating Adidas’s brand essence in a culturally respectful manner within the context of Qatar’s unique environment. The project had to deliver a memorable experience that resonated with VIP guests, creating a sense of exclusivity while engaging them with Adidas content and products.

The Solution

To bring this vision to life, we created a bespoke hospitality environment that was both sleek and immersive.

Key features included:

Interactive Product Displays: Strategically positioned product displays allowed VIPs to explore Adidas’s latest innovations up close, including exclusive FIFA World Cup merchandise and performance gear. Each display was designed with touchpoints and interactive elements to encourage guest engagement.
Live Engagement Zones: Designated areas within the space allowed guests to participate in interactive sessions with Adidas ambassadors, enjoy personalized merchandise, and engage with brand activations such as augmented reality experiences and social media share stations.
Cultural Integration: The design incorporated elements inspired by Qatari architecture and culture, with elegant finishes, local textiles, and lighting that highlighted the brand without overwhelming the traditional aesthetics. This balance created a sophisticated and culturally mindful space.
Exclusive VIP Amenities: A lounge area equipped with luxury seating, personalized catering options, and private viewing screens provided VIPs with a comfortable and intimate environment to watch the game and network.