For the FIFA Women’s World Cup 2023, E2 partnered with Grumpy Sailor to design a series of vibrant outdoor pavilions that brought fans together to celebrate the stories, spirit, and future of women’s football. Originally conceived for Sydney and Auckland, the Sydney pavilion came to life at Tumbalong Park, transforming the space into a dynamic hub of play, history, and participation.

The concept, Beyond Greatness: The Virtual Pitch, combined bold World Cup branding with a suite of interactive experiences that blurred the boundaries between the physical and digital. Visitors built personal avatars, played mini-games, and contributed virtual ‘energy’ to support the Australian and New Zealand teams, while also exploring immersive exhibits showcasing the milestones and heroes of women’s football – from its first games to today’s global stage.

Inside the pavilion, audiences encountered stories past, present, and future through objects, digital interactives, and playful experiences – from kicking a goal with the first football ever used to recording their own tricks or imagining the future of the game. Each element honoured the thousands of women whose passion and perseverance shaped football’s history, while inspiring the next generation to take the field.