Starwood World Cup Lounge
A Luxury Viewing Experience That Vanished Without A Trace
Environmental Design, Experiential Strategy, Hospitality
In 2014, Starwood Hotels asked IMG LIVE to take an outdated, underutilized space within the Sheraton Times Square and reimagine it as a VIP lounge for one of the world’s biggest sporting events: the FIFA World Cup. The catch? Create a premium, immersive experience for Starwood’s SPG rewards members and Coca-Cola guests—with a full teardown just four weeks later, leaving no trace behind.
Partnering with Coca-Cola, Riedel, and FIFA, we concepted, designed, and built a multi-sensory hospitality lounge that seamlessly blended the identities of all four brands. The lounge featured multiple viewing zones, a custom bar, foosball tables, gaming stations, branded giveaways, and a welcoming, modern aesthetic far removed from the original décor.
Every inch of the room was transformed—from floors to walls to lighting—offering members an upscale escape to watch live matches, socialize, and celebrate soccer’s biggest moments. The design strategy focused on modular build-outs and premium finishes that delivered impact, but could be removed without altering any of the permanent fixtures.
The result? A high-touch, high-energy environment that merged luxury hospitality with the global excitement of the World Cup—rewarding Starwood’s loyal SPG members while elevating brand partnerships. And four weeks later, it was gone without a trace.
Because sometimes the most unforgettable experiences leave nothing behind but memories.
