About
As part of UEFA’s flagship tournaments, including the rescheduled Euro 2020 Championships and UEFA Club Finals, our brief was to develop a holistic guest venue strategy that could support and elevate the premium experience across multiple host locations.

These were high-stakes events with a diverse international guest list, from heads of state and partners to players' families, sponsors, and VVIPs. Our approach needed to create a consistent, elevated standard while respecting local nuances and operational realities across Europe.

Challenge
With tournaments unfolding across numerous venues, each with different capacities, cultures, and infrastructure, the challenge was to avoid fragmentation and instead deliver a cohesive, high-quality guest experience at every touchpoint. The existing event framework lacked a unifying structure, making it difficult to ensure consistency in brand, tone, and delivery.

Solution
We developed a new temporary ‘kit-of-parts’ venue system as the foundation for a scalable, modular guest experience strategy, one that could flex across venue types, audience profiles, and national contexts, without losing coherence.

The system acted as both a visual and strategic framework, allowing each host stadium and city to tailor their hospitality environments around specific guest segments, from VVIP lounges and broadcast-facing partner spaces to player-family zones and culturally immersive receptions.

Every detail was considered through the lens of audience-first design, ensuring that each guest felt understood, valued, and part of something greater, whether in London, Budapest, or Porto, unified aesthetics and service principles, enabling seamless delivery across agencies, production partners, and local teams.