For 18 years, Visa has stood as FIFA's exclusive Payment Services partner — a platform to entertain key clients and consumers while deepening its relationship with the world's biggest fan base. FIFA World Cup 26™ raised the stakes further: the first World Cup hosted across three countries, played out over six weeks, across 11 host cities in the US, Canada, and Mexico.

Visa needed a partner to design and build its entire hospitality universe for the tournament — the Visa Everywhere Lounge program — serving two very different audiences under one brand: passionate consumer fans and high-value executive clients. The brief required a system that could flex across radically different spaces (from ornate heritage hotels to sleek modern venues), materials, and city cultures, while still feeling unmistakably, consistently Visa — and unmistakably World Cup.

The question wasn't just "what does a Visa lounge look like?" It was: how do you build one brand experience that can travel across three countries, 18 properties, and millions of fans of the game, without losing its center of gravity?

Amplify architected a modular spatial design system, a flexible "kit of parts" that could adapt to wildly different architecture, regulations, and materials across markets, while staying anchored to one consistent guest journey: welcome and arrival, gifting, game and fandom moments, and hospitality.

Across both consumer and executive audiences, the Visa Everywhere Lounge became a clubhouse for the modern game, warm woods and Visa blues, pitch lines and football cues, locker-room energy reimagined through elevated, contemporary styling, old-world football clubhouse meeting new-world fandom. For executive guests, that language was heightened into a social club-styled experience: minimalist gestures, legacy-inspired typography, and custom insignias built around a sequence of signature moments - a grand welcome installation, a locally-inspired check-in desk with touches unique to each host city, a fandom bar for gifting and personalization, hero Match and Offside bars, and MVP-inspired banquets celebrating the two finalist nations.

Every space was built to move guests through a deliberate journey. Guests were welcomed at the hospitality desk that doubled as an information hub they could return to throughout their stay. A gifting station let them pick up and customize Visa FIFA World Cup swag to take home. Locally inspired snacks and beverages brought each host city into the experience, and a general lounge area gave guests room to relax and recharge between matches. On game days, the lounge transformed into the ultimate fan hub with DJ sets, face painters, performers, and entertainment building the energy as guests geared up for kickoff.

Amplify's remit ran end-to-end: full creative concept, environmental and visual identity design, fabrication and production, programming and entertainment, gifting, staff uniforms, city guides, styling and decor, and photography/videography, extending even into offsite dining experiences, so that Visa's brand world stayed consistent well beyond the lounge walls.