NHL World Cup of Hockey, Air Canada Centre, 2016
A Revival of World Hockey
After a 12-year hiatus, the World Cup of Hockey returned to Toronto in 2016 with eight teams competing for the international hockey championship at the Air Canada Centre. More than 150 of the world’s best hockey players were present, fueling unrivaled anticipation and intensity for this long missed event. The eight special teams which were formed included never-before-seen groupings such as Team North America which featured only age 23-and-under players and team Europe which combined 8 countries.
Working with the National Hockey League Players' Association (NHLPA) and National Hockey League (NHL®), in cooperation with the International Ice Hockey Federation (IIHF), Infinite Scale was asked to design the look and décor for this special event.
Starting with the Fan Village in the historic Distillery District of Toronto, Infinite Scale implemented a vibrant system full of color and life. From massive super graphics surrounding the Fan Village, to a complete stage build and plaza equipped for a sell-out crowd, the new brand of the World Cup of Hockey was delivered to fans at every touch-point. Flags and banners representing each team were scattered throughout the fan village and the city of Toronto spanning to the seven different hotels all over the city which were each transformed for this event. The large dimensional pucks first deployed at the 2016 All-Star game were outfitted with fresh graphics and set up around the city spanning to Maple Leaf Square where Union Station was transformed into an iconic display of the best players in hockey.
The Air Canada Centre's 665,000 square feet was transformed from the outside in, including massive exterior glass applications designed with special attention to be as compelling to fans and spectators inside as they were outside. Each of the many entry points were branded and uniquely designated to streamline the flow of fans and also activate the brand from the moment of arrival. The locker rooms and player areas featured an extensive change-out graphics package which allowed each space to be customized for the various teams facing each other in each game. The bowl was outfitted from the ice to the rafters with a multi-ring system layering the World Cup of Hockey vibrant look and ending in an impressive display of individual banners honoring each team at the ceiling center.
This global event successfully concluded after two weeks of play with Team Canada taking the win over Team Europe. The World Cup of Hockey is expected to return in 2020.