LENOVO
LENOVO FAN ZONE EXPERIENCE
Lenovo opens its Fan Zone Experience in Paris during the FIFA World Cup 2026 , with Wild Buzz Agency
FIFA's official technology partner, Lenovo entrusted Wild Buzz Agency with designing and producing its Fan Zone Experience: 800 m² at Café A, in Paris's largest private garden, open from June 12 to July 19 , 2026 throughout the World Cup. Conceived as a hybrid venue where football meets innovation, the space combines match screenings on a giant screen, a look behind the scenes at the competition's technology—FIFA AI Pro and its 2,000 performance metrics, 3D player avatars and a stabilized referee camera—with football activities, an immersive photo opportunity and social spaces. The experience launched on June 11 with Lenovo Tech World '26 France: a “Smarter AI For All” keynote by Sophie Thibault, Managing Director of Lenovo France, and a panel featuring football legends such as Frank Leboeuf and Bernard Diomède.
The concept
Put Lenovo at the heart of the year's biggest sporting event: an 800 m² experience in the garden of Café A, featuring a wooden amphitheater, signature red scenography, a giant screen and a bar. Visitors can watch matches, discover the technology behind the competition—FIFA AI Pro, 3D player avatars and a stabilized referee camera—and enjoy football activities, an immersive photo opportunity and social spaces. Admission is free from June 12 to July 19.
Where football meets AI
The launch — Lenovo Tech World '26 France
On June 11 , the day before opening to the public, the fan zone hosted Lenovo Tech World '26 France: a “Smarter AI For All” keynote by Sophie Thibault, Managing Director of Lenovo France, a presentation of the technology partnerships with FIFA and Formula 1 , and a panel featuring football legends such as Frank Leboeuf and Bernard Diomède, before hundreds of guests.
Activating a brand at the heart of a global sporting event
Being FIFA's official technology partner is a status. Turning that status into a physical experience the public can enjoy is a different skill altogether. With the Fan Zone Experience, Lenovo transforms its partnership into 800 m² of brand activation open to all at Café A throughout the FIFA World Cup 2026.
Where others put up a logo, we build a place : a space where the brand is present at the very moment sporting emotions run highest, amid a giant screen, a behind-the-scenes look at the competition's technology and social spaces.
From design to production, a turnkey brand experience
Designing a space of this scale and bringing it to life for more than a month requires orchestrating every element of the project:
- Design and scenography of an 800 m² space in the garden of Café A
- Technical production of the fan zone: wooden amphitheater, giant screen and signature red scenography
- Showcasing the technology behind the competition, from FIFA AI Pro to 3D player avatars
- Lenovo Tech World '26 France launch event: keynote, FIFA and Formula 1 partnerships, and a panel of football legends
- Activities, an immersive photo opportunity and social spaces throughout the competition
From sponsorship activation to the launch event, this project illustrates the expertise of a Paris-based events agency capable of delivering a major brand experience, from the first sketch to the final match.