One shot, and score: 2022 FIFA World Cup Qatar

December 2009 – June 2010

Our concept for the football World Cup convinced the FIFA delegates.

With interactive Touchscreens, haptic models and realtime-based 3D-Animations, we convinced the FIFA delegates. Result: Qatar will host the 2022 World Championship in men’s football. From December 2009 to July 2010, when Qatar was competing to host the 2022 World Cup, we developed the concept for and managed the closing event for the delegation of FIFA, the International Federation of Association Football. We developed a creative concept and organized the entire management process for the event. To give the event an emotional kick and turn it into a spectacular live experience, we built the 1,000 square metre event location documenting the past, present, and future of sports in Qatar and offering a outlook on infrastructure development in the country from now until 2022. And it worked: Qatar won the bid and will host the 2022 World Cup.

Scope of work

As the lead agency, we developed and implemented the creative concept, including the selection and monitoring of all partners and contractors. To present the contents adequately, an event location was planned and created. Three pavilions with a total area of around 1,400 m² were built to present the highlights of the concept: the World of Football, the Welcome Tent with its Connecting Plaza and the Legacy Pavilion. Information, texts and exhibits were gathered to create a journey through 60 years of sports history in Qatar; display items and originals such as the actual Emir of Qatar Cup, obtained from the football association and from museum authorities, were placed in the individual honeycombs in the Legacy Pavilion. At the core of the presentation was the World of Football: we had been faced with the challenge of condensing the 750-page Bid Book into a 30-minute presentation. a multitude of information and facts had to be distilled into a short and emotional, yet profound and convincing finale to the FIFa delegation’s inspection visit. In order to meet this goal, innovative technology was used: the event culminated in a halfhour 300-degree show for the FIFA delegation, which made extensive use of 3D animation and interactive elements. The FIFa delegation was virtually transported to a number of different locations and shown what the country will look like in 2022. Having developed the Bid Book for Qatar 2022, PROPROJEKT and AS&P were in charge of all technical and operational aspects during the Inspection visit. The services provided included presentations to the FIFA delegates as well as covering technical Q&a sessions and overnight documentation during the Inspection visit.

Results and benefits to the clients

Qatar was the last country on the FIFA inspection tour. On 16 September 2010, the six-person delegation finally reached the event location: the highlight of their three-day stay in Doha.
His Excellency Sheikh Mohammed led the committee members through the location, supported by several celebrity World Cup ambassadors. The delegates were impressed and the Bid Committee of Qatar extremely satisfied. With the help of our presentation and live concept, Qatar has convincingly proven that it has the expertise, the resources and the passion to make it happen. On 2 December 2010 Sepp Blatter announced the historical decision with the words: “The winner to organize the 2022 FIFA World Cup is Qatar.”

Awards

  • Won: Silver Apple
  • Won: Eva Event Award 2011
  • Nominee: Middle East Event Award 2011

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