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We were challenged to create a pop-up event activation in Hackney Marshes, London in a first ever female-focussed football festival for the Women's World Cup.

Planning and designing a pop-up activation event like this requires in-depth understanding of the visitor profiles along with location specific knowledge to ensure that the event design and place branding engage with the audience. 


Inspiration for the event identity was derived from the wildly colourful team shirts from the Women's World Cup, creating a festival vibe that ran through print, environmental graphics and digital assets.

With a turn out of 2,500 people, 79 teams and 1,200 women and girls we maxed KPI’s by; creating hype to guarantee attendees, boosting social posts across popular channels, sending invitation emails to local clubs, and designing a microsite with a fun lineup and effortless registration. 

The event was a pop-up sports tournament like no other – combining matches and coaching clinics with music, food, fashion and beauty to curate a uniquely immersive event, entertaining young females and their families to provide a memorable fun-filled day.

Project scope: Research & insight / Strategy & positioning / Place branding / Environment design / Communication design / Curation & launch / Review & optimise.


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