goal of the century

Goal of the century
Hyundai
2022 / Worldcup Museum / Qatar
Uniplan

summary

History in the making

As a FIFA sponsor, Hyundai commissioned a small-scale museum on the grounds of the 2022 World Cup in Qatar — a dedicated space where football fans from around the world could relive iconic moments, revisit historic goals, and celebrate the teams and players that defined the tournament.

core idea

Goal of the century

The concept expanded the notion of "goal" beyond sport. Alongside celebrating football's history, the museum embedded Hyundai's broader ambition: to make sustainability a central part of the brand's presence at one of the world's most-watched events.

This drove every material and construction decision — from the shell of the building inward. The structure itself was designed by Grimshaw Architects using metal and earth bricks, with a facade that returned to nature harmlessly after the event.

the building was developed by Grimshaw Architects from metal and earth bricks. The facade material returned to nature harmlessly after the end of the event.

key moves

Memorabilia

A 360-degree showcase wraps visitors in the full history of the World Cup — all 21 previous editions displayed through images and objects in glass cases framed by a lightweight mesh, referencing the local tradition of fishing nets. The result is airy and immersive rather than heavy or archival.

As main sponsor, Hyundai held its own space within the museum — a room dedicated to the Goal of the Centurycampaign. A jersey installation placed around the Trophy Room served as a quiet but pointed reminder of the environmental commitment behind the campaign, with shirts from brand ambassadors including Steven Gerrard and BTS on display

Trophy as a Space

The Trophy Room was shaped by two curved walls built from the same materials as the history showcase — consistent in language, purposeful in atmosphere. One wall carried Hyundai's campaign narrative; the other framed the trophy itself.

Activation

Throughout the event, the space came alive beyond the exhibits — hosting press conferences, televised meetings, and fan encounters with special guests, turning the museum into a genuine meeting point between football culture and the brand.

my role

I led the design and development of the interior space and narrative — from early ideation through to implementation, working closely with the client at each stage.