One Brand, Three Cities: Four Years of Hisense at FIFA

Over the past four years we've built Hisense's exhibition and event presence around its FIFA sponsorship in three very different cities: Berlin, New York and Saudi Arabia. Different venues, different audiences, different cultural contexts. Same brand, held consistently across every single one.

That consistency is the actual challenge here, more than any individual build. A single stand in a single city is a design problem you solve once. Sustaining one identity across multiple years and multiple continents, each with different exhibition infrastructure, different crowd behaviour and different climate and space constraints, is a much longer discipline. Berlin's build had to work within European exhibition hall conventions, New York's had to hold its own in a market saturated with major brand activations, and Saudi Arabia's had to adapt to an entirely different scale and format of event.

We approached it by fixing what couldn't move and letting everything else adapt. Hisense's core colour palette, logo application and key structural language stayed identical across all three cities, giving the brand a recognisable shape wherever it turned up. What changed each time was the layout, the scale of the structure and the specific activations built into each space, from interactive product zones to fan engagement areas suited to a local audience.

Four years is long enough that trends in exhibition design move on underneath a project like this. Screen technology changes, materials fall in and out of favour, and what counted as an impressive activation in year one can look dated by year three. Keeping the identity consistent didn't mean freezing the design, it meant being disciplined about which elements were the brand and which were simply the current best way of expressing it.

What we're proudest of isn't any single stand from Berlin, New York or Saudi Arabia. It's that someone who saw the Hisense presence at all three would recognise it as the same brand, built by the same team, without the sponsorship ever feeling like it was running on autopilot. Four years and three continents is a long time for anything to stay recognisable, and that was the actual brief the whole way through.