In 2014 Brazil hosted the greatest football event on the planet. We were at the heart of the look and décor programme.
FIFA World Cup 2014
We were entrusted by FIFA to deliver the 2014 FIFA World Cup Brazil™ signage and décor programme following the success of our involvement in every FIFA Confederations Cup and World Cup since Germany 2005/06. We delivered the event branding programme at all stadia in the 12 host cities across Brazil – a massive logistical exercise given the size of the country – along with a tailor-made wayfinding scheme to guide the media, hospitality guests and the 3.6 million fans who attended. In addition to production and installation, we were also responsible for venue scoping, branding and wayfinding concept and design development and budget management.
With a management team of 40 people and 344 venue install personnel we delivered 44,225 square metres of stadium branding, 47,672 wayfinding and signage elements, all the TV & media interview backdrops and the signage and branding for the public catering outlets. To successfully deliver this volume of production necessitated the establishment of an extensive national production network. Backed up by our existing worldwide operations, this network was comprised of 19 carefully selected Brazilian partners located across all 12 host cities and delivered over 80% of the production.
Other projects included dressing the International Broadcast Centre, FIFA Football For Hope Festival, FIFA HQ, host city airports and official hotels and providing 4,125 lamppost banners for the official host city protocol routes. We also wrapped the 69 buses used by the teams as they travelled around Brazil. Each bus took 10 hours to wrap and all 69 had to be completed over a 2 week period.
In Rio de Janeiro, we used our extensive experience to design all the event wayfinding information in the city’s metro, bus, ferry and train stations and the streets around the famous Estádio Maracanã.