LEGO x FIFA 2026
New York, NY | JULY 2026
LEGO® brought the FIFA World Cup™ Fan Village at Rockefeller Center to life with a bold, interactive celebration of creativity, play, and global football culture.
Anchored by a towering 27-foot LEGO FIFA World Cup Trophy built from 1.36M+ bricks, the experience transformed Rockefeller Plaza into a vibrant playground featuring collaborative mural builds, giant LEGO football icons, and hands-on fan experiences.
Running July 6–19, the activation welcomed 1.1M total visits, averaging 78.6K daily visits across 14 days and 142 event hours—turning the tournament’s global energy into an immersive, highly shareable celebration of imagination and play.
Metrics
1.8B
Total Media Impressions
233k
Social Media Impressions
20k+
Social Media Engagements
1.1M
Activation Visits
The Experience
TROPHY PHOTO ACTIVATION
A 27-foot LEGO® FIFA World Cup™ Trophy, built from 1.36M+ LEGO bricks over one week, became a major fan and media draw at Rockefeller Center.
Featuring life-size LEGO Legends Mbappé, Messi, Vini Jr., and Ronaldo, the free photo op generated 28K+ fan photos, with coverage from 20+ outlets including the likes of TODAY, USA Today, The Washington Post, and NBC.
FAN ZONE MYSTERY MURAL & Jersey BUILD
A 20' x 40' LEGO® Fan Zone adjacent to the Trophy Photo Op invited fans to build, create, and play.
16K+ participants placed 9K+ LEGO pieces to reveal a 30-foot FIFA LEGO mosaic mural, followed by a free-build experience where fans designed custom soccer jerseys on LEGO plates.
The Team
Celine Sargent | Client Executive Producer
Dominic Keska | Executive Producer
Matt Bykowicz | Executive Producer
Thomas Herron | Technical Director
Duncan Chamberlain | Event Coordinator
Katie Muller | Senior Producer
Kyle Everett | Executive Creative Director
PJ Portlock | Senior Creative Director
Susan Alvarez | Senior Art Director
Meghan Neder-Moran | Client Experience Director
Kirsten Ford | Director of Strategy
Lucas Clark | Strategist
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XD | Agency
Tishman Speyer | Venue
Event Eleven | Fan Fest Production
Show Fab | Fabricator
Creatacor | Fabricator
Bentley Meeker | AV
Mr. Flower Fantastic | Floral Stylist
On-Tour | Staffing
My Role
As Executive Producer, I led the program from concept through completion, overseeing the teams, partners, timelines, and logistics required to bring the experience to life seamlessly. From load-in through event operations and final strike, I managed the full production ecosystem, including:
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Budget & Timeline Management
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Creative, Scenic & AV Production
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Logistics, Scheduling & Trucking
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Brand Ambassador & Onsite Labor Management
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Venue Management
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Security & Catering
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Install, Event Day Operations and Strike
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End-to-End Onsite Execution & Troubleshooting