SCAD x FIFA LAST MILE

This real client–facing SCAD project, in collaboration with the Metro Atlanta Chamber, tasked us with designing the Last Mile Experience for the 2026 FIFA World Cup.

Centered around the theme “Epicenter,” the concept captures the surging energy of hundreds of thousands of fans moving through downtown Atlanta. Working across multiple creative departments, we brought the vision to life through immersive activations

• A color-coded zoning system designed to optimize navigation

• Way finding banners featuring photographed local Atlantans,

• AR-enabled murals

  At its core, The Epicenter is a strategic experiential and wayfinding system that guides over 300,000 spectators through a tightly condensed 30-minute post-game mile.

  Built on a Three-Zone Model—Orientation, Reassurance, and Confirmation—and supported by precision-mapped routes and high-clarity signage, the system reduces decision fatigue while balancing operational safety with cultural celebration, transforming a high-pressure transit corridor into a seamless global fan journey.