Imagination scores for Uefa

A five-day interactive festival event called The Uefa Champions Football is set to launch in Athens, with environmental design and interior graphics by design consultancy Imagination.

The festival, a Uefa initiative in conjunction with its Official Champions League Sponsors and Supplier, will take over three tourists sites in the centre of Athens – The Ancient Olympic Stadium, Syntagma Square and Zappeion Champions Square.

The event will feature numerous football-related activities designed to engage visitors throughout the build-up to the final match.

Imagination won the work in January, following a five-way pitch, and was tasked with creating the overall environmental design and interior graphics. Uefa is responsible for the exterior graphics.

At Syntagma Square the space will include several different zones for visitors to explore, including a specially designed five-aside football pitch where famous footballers will host competitions and activities, a DJ area, hospitality and refreshment spaces. It will also contain a zone where visitors can interact with the brands involved in the experience – Ford, Heineken, Mastercard, Playstation, Sony, Vodafone and Adidas – and their latest products and technology.

Simon Drake, account director at Imagination, says, ‘The design approach was born from a necessity to have a space which would be engaging but also multifunctional.’

Interactives include an opportunity in the Mastercard Zone to capture your ‘Priceless Moment’ lifting the Uefa Champions League Trophy, using grey screen technology. Adidas will be asking for an ‘Impossible is Nothing’ story from visitors to be posted on the wall. At Sony, visitors can watch football, there is a Playstation lounge and a Heineken bar, as well as Vodafone football freestylers, while Ford will ask for opinions on football.

The event takes place from Saturday 19 May to 23 May.