Transforming football passion into a shared, immersive journey
Uber and Copa90 decided to design an experience that captured the emotions, sounds, and spectacle of Manchester United, not as a replica, but as a celebration of fandom that transcended boundaries. The challenge was to strike a balance between authenticity and innovation, engaging both longtime fans and new audiences.
Designing a stadium beyond borders
The activation invited visitors to walk through a reconstruction of the iconic red tunnel and step onto the real turf to take photos. Inside, fans discovered interactive zones that included augmented reality and virtual reality experiences, a replica of the locker room, and an area dedicated to skill challenges. At the center was a 360° projection dome that accommodated 35 fans per session, immersing them in cinematic sequences from match day, from booking an Uber to entering the stadium.
