Telekom Fan World

A temporary experience center that invited fans and the world to an immersive and highly innovative brand experience – thanks to AI and XR technology – as part of the UEFA EURO 2024 Fan Zone Berlin.

Like every other official sponsor of UEFA EURO 2024, Telekom initially had 50 square meters of sponsorship space available in each of the 10 host cities. The original task was to make the best possible use of the space to present the brand and to create an emotional bond between people and Telekom.
It quickly became clear to us that 50 square meters was not nearly enough to adequately stage the brand and do something bold and never seen before. Accordingly, the decision was made to bundle the available space in Berlin and combine it into one single Telekom Fan World.
Our task was then simply to create an experience that managed to make the Telekom Fan World an immersive and emotional experience in a highly innovative way. With a full focus on technology, interaction and fun, while at the same time communicating Telekom’s MagentaTV services in a subtle yet lasting way. And without losing sight of Telekom’s brand essence. Quite simple really, isn’t it?

We designed the Telekom Fan World as a three-storey experience center with the Telekom XR Experience at its heart – a novel and unprecedented use of technology that harnesses the power of AI, AR and VR to merge the physical world with the virtual world into an extended reality.
Here, visitors could not only experience the diverse possibilities of MagentaTV up close and unseen, but also explore them interactively and immersively.
We then designed the probably most fancy queue of all time around it. With two interactive stations on the first floor, each of which was extraordinary in its own right. A virtual selfie booth where guests could create a video of themselves with the national team and a virtual goal wall that reacted to real ball shots using various tracking mechanisms. The Fan World was rounded off by a fully equipped streaming studio on the third floor. Transparent OLED surfaces transformed the façade into a digital billboard that provided insights into the interior.