The Supreme Committee for Delivery & Legacy (SC), the organisation responsible for delivering the infrastructure required for the 2022 FIFA World Cup Qatar, will be giving fans at the 2018 FIFA World Cup Russia a taste of things to come when the tournament heads to Qatar in a little over four years’ time – with a series of free creative and interactive installations and events in Moscow and Saint Petersburg from 7th -15th July.
The SC has partnered with a range of Qatari organisations to launch creative campaigns that will showcase Qatar as a prime cultural and sporting destination and bring the country’s unique 2022 FIFA World Cup tournament concept to life.
Majlis Qatar – the SC and its Qatar-based stakeholders will be hosting Majlis Qatar, a three-tiered pop-up space in the centre of Gorky Park, Moscow, that resembles a Bayt Al Sha’ar – a traditional tent common throughout the Gulf region, and which serves as the inspiration for the 60,000-seat 2022 FIFA World Cup venue, Al Bayt Stadium – Al Khor City. Majlis Qatar will host the public, media and VIPs, and will showcase the very best of Qatari hospitality.
Qatar Elements – As one of the centerpieces of the campaign, the SC will also host the world’s first floating multimedia museum. Located on the Moskva River, near Gorky Park, museum visitors will be invited to travel to Qatar through an immersive multimedia show, where informational graphics on Qatar’s hosting plans will be projected on to walls, appearing to flow down into the river’s water.
Qatar-Russia Portals – The SC will also be launching a series of innovative ‘portals’ that will connect cultures and communities around the world. Digital portals placed across Doha, Saint Petersburg and Moscow will allow fans to interact between the cities via live broadcasts, giving fans in Russia a realtime view of what life is like in Qatar. The Qatar-based portals will be located in Hamad International Airport, the popular Souq Waqif market and Ali Bin Hamad Al Attiyah Arena, where the SC is hosting Qatar Fan Zone.
@Roadto2022 Exhibition – Furthermore, Moscow’s famous GUM department store will also play host to a football exhibition showcasing FIFA World Cup™ memorabilia and exhibits from Qatari stakeholders, including Qatar Museums and the Sheikh Faisal Museum. This is in addition to two stunning oryx – the national animal of Qatar – statues painted by a Qatari and a Russian artist.
Speaking ahead of the fan-focused activities, Fatma Al Nuaimi, the SC’s Communications Director, said: “It’s important that we give football fans a real taste of what’s to come when they visit Qatar for the next FIFA World Cup. Not only do we want to update them on how much progress we’ve made in our preparations for the tournament since we won the hosting rights in 2010, we also want to introduce them to the country, our culture and what they can expect in 2022.
“Qatar is a vibrant country blending a rich cultural history with world-class facilities and cutting-edge technology. These events will showcase all of this to football fans and families here in Russia, and I hope we encourage many of them to attend the first World Cup in the Arab world when we host in just over four years’ time.”
Underpinning all these exciting activities will be traditional and digital advertising campaigns across key locations in Moscow and Saint Petersburg.
The Qatari stakeholders contributing to the success of Majlis Qatar include the Ministry of Culture and Sports, Qatar Tourism Authority, Qatar Airways, Qatar Museums, Qatar Foundation, Katara, Souq Waqif, Doha Film Institute, Qatar Football Association, Qatar Olympic Committee, Aspire, Al Shaqab, beIN SPORTS, Al Kass, Ooredoo and the International Centre for Sports Security