Where Sport & Style Team up
The Soho Warriors are an authentic voice in London soccer culture, on and off the pitch. They produce exhibitions, compete in worldwide tournaments and test sporting products for brands.The club also works with leading sports, travel and fashion brands to create captivating content around soccer that breaks away from the normal commercial hype. For this month-long event, we worked side-by-side with Soho Warriors to take turn a prime London gallery space into London’s most fashionable soccer hangout.
At the 2018 launch, all guests had the chance to create their own personalized shirt, customized using bespoke patches made specifically for the event. Plus, we held customization sessions for VIP guests, with shirts, badges, names and numbers designed by Soho Warriors and made by Avery Dennison. And all while watching the world cup drama unfold live on the big screen.
Short of being at the World Cup Final itself, the International Clubhouse was an exciting, exclusive experience for supporters of teams worldwide. A welcoming, well-designed space, it became a destination for London’s creative community. Alongside the stylised shirts and World Cup fever, the clubhouse also hosted collaborations with various brands and events such as talks, music nights, exhibitions, takeovers and more. People came from far and wide to customize their kits and cheer their team forward, united by their love for the game.