For the 2026 FIFA World Cup, Brookfield Place wanted the Winter Garden to become a real home for football in New York, serving office tenants, local families, fans from across the boroughs and visitors to the city.
A World Cup watch party can be pretty basic: put up a screen, pack in a crowd and turn up the sound. Brookfield Place wanted the Winter Garden to serve office tenants, Lower Manhattan families, soccer fans across the boroughs and tourists, in a public atrium, for 22 straight days.
New Moon needed to treat that audience as different communities arriving match by match, then give each of them a reason to participate once they arrived.
Each borough is home to the diaspora of nearly every football-loving country in the world, and we wanted every match to feel like it belonged to the people watching it, whether that meant Ireland in an Irish pub, Egypt in an ahwa, or thousands of fans together in the Winter Garden.
– 80k+ Guests across 22 days
– 100% tenant tournament attendance
– 46 min average dwell time
– 865k engagements
– 14m social media impressions
We ran the Winter Garden as a venue for 22 straight days, screening all 24 knockout matches live on a 36-foot LED screen. Around it we built three worlds: The Pitch presented by Cîroc Athletic Club, The Garden Bar presented by Stella Artois, and The Arcade. We programmed for five distinct audiences across 14 special events, and nearly every one reached capacity. Match Day Live drew over 80,000 visitors and 865,000 engagements, with an average dwell time of 46.4 minutes.
Three distinct worlds had to sit inside a landmark public atrium without any of them fighting the building. The Garden Bar was designed as a pavilion — dark timber, gold lettering and gilded finials, softened into the palms with planting and flag bunting, and built to work three ways at once as bar, work stations and bookable conference room. The Pitch was stadium architecture in miniature: a black caged perimeter, deep blue surface, Cîroc at the center circle and a sensor-tracked digital goal. Everything was built for three weeks of continuous public use, with a four-day load-in and a load-out completed inside 48 hours of the Final.
The Pitch, presented by Cîroc Athletic Club, was an indoor soccer field. Its digital target practice zone tracked ball speed, placement and scoring against a virtual goalkeeper, and drew 2,237 unique bookings with a queue every day of the run.
Our marketing featured the faces of fans painted with the colors and flags of their nations. 24 of our 42 creative assets were match-specific, so the room reflected whoever was playing. We also reached out to consulates and tourism boards.