Major sporting events create opportunities for brands to connect with fans far beyond the stadium. Hotels, restaurants, entertainment venues, and public spaces can become immersive environments where guests experience a brand through architecture, graphics, entertainment, merchandise, and interactive activities.
For a recent activation in Santa Monica, FIFA and Michelob ULTRA took over The Viceroy Hotel and transformed the property into a fully branded destination for VIP guests and carefully selected fans.
The three-day experience included private dinners, exclusive activities, FIFA World Cup 2026 watch parties, and a live performance by OneRepublic. Guests could also participate in interactive experiences, including “Customize Your Kit,” where they created their own FIFA-inspired jerseys and watch party gear.
CR&A Custom helped bring the activation to life by producing and installing branded environments throughout the hotel. The project combined large format printing, environmental graphics, custom fabrication, architectural graphics, branded displays, LED lighting, and building wraps to turn an existing luxury hotel into a cohesive FIFA and Michelob ULTRA experience.
Transforming an Existing Property Into a Branded Destination
In a successful hotel takeover, guests move through entrances, hallways, lounges, restaurants, outdoor spaces, and activity zones. Each area must support the campaign while remaining connected to the larger creative concept.
CR&A Custom produced branded wallcoverings throughout the hotel to establish a consistent visual identity. Large sections of the existing interior were transformed with deep blues, FIFA World Cup 2026 graphics, Michelob ULTRA branding, and campaign messaging.
Floor decals extended the experience across horizontal surfaces and helped create branded pathways through the property. Wall graphics, dimensional elements, and environmental graphics transformed ordinary architectural surfaces into campaign assets.
Large Format Graphics That Changed the Scale of the Activation
Some of the most visible elements of the project demonstrated the impact large format printing can have on an experiential marketing campaign.CR&A Custom produced and installed building wraps that transformed exterior architectural surfaces into massive displays. One large vertical installation extended several stories up the hotel exterior, turning the building itself into a prominent brand statement visible throughout the surrounding area.
The hotel entrance was also transformed with floor-to-ceiling graphics, wrapped architectural columns, FIFA World Cup imagery, and Michelob ULTRA branding. Guests encountered the campaign before entering the building, creating an immediate transition from the surrounding Santa Monica environment into the private activation.
Executing graphics at this scale requires careful production planning, accurate measurements, appropriate material selection, color consistency, and experienced installation crews.
Custom Fabrication for VIP Hospitality Environments
Many experiential marketing activations require physical elements that do not exist as standard products.
CR&A Custom fabricated custom furniture, branded displays, merchandise fixtures, and hospitality elements specifically for the activation.
Inside the hotel, custom retail-style displays showcased FIFA-inspired jerseys and merchandise. Large framed structures were designed to present products while maintaining the clean, premium appearance expected within a luxury hotel environment.
Branded counters and display surfaces were incorporated into hospitality areas. Custom-fabricated elements helped create dedicated spaces for guest activities, merchandise, refreshments, and brand engagement.
These elements allowed the production team to create functional environments without sacrificing the visual identity of the campaign.
Creating Branded Spaces for Entertainment and Fan Engagement
In this activation, guests watched FIFA matches and participated in customized fan experiences. CR&A Custom produced the physical environments supporting these activities.
In one viewing area, overhead graphics extended the visual identity across the ceiling, creating a more immersive environment for guests watching matches and participating in events.
Custom displays, wall graphics, branded fixtures, and environmental graphics helped turn the activity into a dedicated experience within the larger hotel takeover.
Using Custom Lighting and Wall Art to Complete the Experience
CR&A Custom produced custom Michelob ULTRA LED lighting that incorporated the brand into the atmosphere of the property. Lighting became another architectural element of the activation rather than simply a functional necessity.
Framed canvas artwork featuring FIFA players was installed throughout the hotel. The oversized artwork brought the campaign into corridors, hospitality spaces, and guest areas while giving the property the appearance of a temporary FIFA World Cup gallery.
Combined with branded wallcoverings, floor graphics, custom furniture, displays, and architectural graphics, these elements created continuity as guests moved throughout the property.
Experiential Marketing Production From Concept to Installation
In large-scale brand activations, graphics must fit existing architecture. Materials must be appropriate for temporary installation. Custom displays need to support both the creative concept and real-world guest interaction. Large format graphics must maintain consistent color across different substrates and production methods.
The FIFA and Michelob ULTRA activation at The Viceroy Hotel demonstrated how large format printing, environmental graphics, custom fabrication, building wraps, and installation can transform an existing property into a complete branded destination. CR&A Custom helps creative agencies, event producers, global brands, and experiential marketing teams execute complex activations throughout Los Angeles and beyond.
Planning a hotel takeover, VIP hospitality experience, pop-up activation, product launch, or major sporting event campaign?
Contact CR&A Custom to discuss large format printing, custom fabrication, environmental graphics, architectural wraps, branded displays, and installation services for your next experiential marketing project.
