Sports Business | Fan Experience | Location-Based Entertainment
Inter Miami / Plaza de La Familia Fan Experience
Created an immersive fan experience concept for Inter Miami designed to strengthen long-term local loyalty beyond star-player attention. The project centered on community belonging, Miami culture, bilingual accessibility, and matchday engagement through a proposed fan plaza at Miami Freedom Park.
Overview
Plaza de La Familia is a concept for an immersive Inter Miami cultural fan plaza inside Miami Freedom Park, designed to turn matchday energy into long-term local identity and community belonging.
Challenge
Lionel Messi brought global attention to Inter Miami, but star attention alone does not create lasting loyalty. The challenge was to imagine an experience that helps Miami fans feel represented, connected, and invested beyond a single player era.
Strategy
The concept shifted the story from "Messi's club" to "Miami's club" by anchoring the fan journey in bilingual welcome moments, Miami culture, family participation, projection mapping, spatial audio, and shared rituals.
Execution
The proposed plaza included a projection wall, chant zone, food and social zone, QR-enabled Legacy Wall, jersey scans, bilingual hosts, guest flow staff, audio/projection specialists, and separated activation areas to support crowd movement.
Results / Insights
The final concept positioned Inter Miami as a club with a lasting cultural platform, not only a star-driven moment. It was designed for matchdays, selected non-match events, future global tournaments, and repeat engagement through physical and digital touchpoints.
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