Home Pitch | An Immersive Football Experience
When FIFA World Cup 26™ arrived in Vancouver, it brought a rare kind of spotlight — one British Columbia could use to show the world it’s more than a single skyline. Home Pitch was built to do exactly that: turn a football festival into a doorway to the whole province.
Inside a custom 12,000-square-foot structure on the PNE fairgrounds, a fully playable indoor pitch sits surrounded by 360-degree LED screens and spatial sound. Step onto the field and BC’s landscapes rise up around you, mountain peaks, coastal horizons, ancient forests, shifting the way the game itself does, moment to moment.
From there, the pitch stays in motion. Daily programming mixes drop-in play, skills clinics with Vancouver Whitecaps FC, Vancouver Rise FC, and Vancouver FC, and performances from Indigenous artists and dance groups. An on-site Clubhouse, staffed by Brand Ambassadors, carries the experience past the stadium lights, pointing fans toward the parts of British Columbia most visitors never think to look for.
As Creative Director for Destination BC, I led the project from the client side, shaping the creative direction alongside lead creative agency Zulu Alpha Kilo, production partner Wildfire Experiential + Events, working with Unit9 Productions.
This activation was part of a larger strategy surrounding the FIFA World Cup 2026™.
By the numbers: nearly 50,000 visitors, with more than 10,000 in opening weekend alone.