I shaped the visual language of the entire space working alongside the team as a concept designer and art director — crafting a world that felt like a true global newsstand reimagined through the lens of soccer culture. I led the design of all environmental elements, ensuring every detail from signage to prop styling, supported a cohesive, immersive, and culturally resonant experience.

Also created the full set of 23 federation magazines, each designed as a collectible editorial piece inspired by the look and tone of its home country. To deepen the authenticity, we also designed a range of fictional snacks and candies that felt instantly familiar, adding playful texture and narrative to the environment. Together, these elements transformed the installation into a believable, lived-in fan universe that elevated the storytelling and sparked endless shareable moments.