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FIFA gave us City Hall Plaza and a brief that said viewing party. That was the first thing I changed. Boston had an identity. We built the festival around it. Spectators watch. Believers stayed.

40,000 people got into Bethpage Black Golf Course. Eight million didn't. We built the experience for the ones who couldn't get a ticket — and made sure they felt it anyway.

Las Vegas has spent decades perfecting immersion. Every activation in that city is competing for the same thing — the feeling that you are exactly where you're supposed to be.

Twelve concepts. Ten days. Designed for an audience whose bar was already set by the city they were standing in.

200,000 square feet of raw industrial space.
The brief called it a venue challenge.
That was the wrong frame.