FIFA MUSEUM
EXHIBITION - CALLING THE SHOTS

Women's World Cup Australia and New Zealand

Client

FIFA MUSEUM & HYUNDAI

Year / Agency

2023 / Grumpy Sailor

Role

Contract Art Director & Lead Visual Designer

Type of Work

Exhibition Design

Graphic Design

Wayfinding

Branding

Merchandise Design

VR Environment Design

UI Design

Tasked with curating a physical and virtual museum exhibit for the Women's World Cup in Australia and New Zealand, we drew inspiration from the game's illustrious history to inspire a new generation of players and fans. We aimed to honour remarkable stories, pay tribute to trailblazing icons, and showcase a stunning array of artefacts, all sourced directly from the FIFA Museum in Zurich.

As part of the FIFA Fan Festival located in Tumbalong Park (Darling harbour, Sydney) we created a captivating world of women's football. The exhibition featured an array of artefacts, stories, immersive film, 360 audio, interactive touch screens and an awe inspiring virtual museum experience accessible anywhere in the world.

The feature walls were designed with meandering inset shadow gaps, connecting each wall throughout the exhibit, while purposely dividing and grouping artefact display cases, large-scale graphics, and stories.

Saveboard, a recycled material made from composite packaging waste provided texture and depth throughout the exhibit. In contrast, for large sections of the exterior, perforated aluminium formed clean lines and acted as a reflective canvas, complemeting the natural and spot lighting in the fan park, enriching the atmosphere with colour and ambiance.

Below is a snap shot of the design process and creative journey over several months, using the exhibition interior walls as an example, we collaborated with material suppliers, builders and a 3D render specialist along the way.

Elavations

The interior walls were split into different sections, to assist in story telling throughout the experience. Early stage 2D designs explored layout options, artefact grouping and the visual relationship between large scale graphics, display cases and the shadow gaps.

3D Mocks

Alongside working through the wall layouts, rounds of 3D mocks assisted the clients with the customer journey and the scale and depth of different design elements.

3D Renders

Collaborating with a 3D Render Artist, we tested layout options, finishes, materials and lighting.

Final Result

We evolved the concept of an energy wave - a flow of energy like the cadence of a football match. The energy wave took the form of a half tone graphic effect and was present through different elements of the exhibit including large scale graphics, digital touch screens, immersive film and a VR museum experience. FIFA merchandise also featured the graphic effect.