GLA: Women's Euro's 2022 Trafalgar Square

Celebrating England’s Lioness Champions.

Women’s Euro 2022 fan zones & city activations.

LONDON FAN ZONE FOR THE GLA

In early 2022 Heart was appointed by the GLA to design and develop ideas for the Women’s Euro (WEURO) fan party that was to take place on Trafalgar square during the tournament. The proposal also included city wide activations in which we planned to bring digital taster activations to the public.

The Brief.

Based on our successful proposal we turned the square into a colorful and vibrant celebration of women's football. Along with designing and managing the entire event we also worked closely with government and local council stakeholders through the planning process to ensure the event ran smoothly and was a safe and fun environment for all who attended.

During the event crowds had the chance to engage with:

Live screenings of the games
Food & beverage stalls
A host of sponsor brand activations
Live interactive football workshops
Comfortable seating spaces
On-stage live entertainment

The Solution.

With the incredible success of England’s Lionesses winning the tournament, we were asked by the FA to produce a special event to celebrate the new European champions. This included a complete take over of Trafalgar Square and activating experiences around London.

After the final whistle we implemented our plans and transformed Trafalgar Square overnight into a celebration venue, removing and adding infrastructure, rebranding and bringing in extra screens converting the space into a venue capable of hosting thousands of fans who wanted to celebrate with the team and media from around the globe.

The event was broadcast live on BBC One and became a global moment of celebration. Alex Scott hosted the party with 7,000 jubilant fans in Trafalgar Square, confetti rained down on our champions echoed by chants of ‘footballs coming home’ from fans in attendance.