Project Recap

In the context of FIFA World Cup 2026 planning, the “Last Mile” refers to the stretch that carries fans from their point of arrival in the city of Mercedes-Benz Stadium — and back again. It encompasses the physical routes, wayfinding infrastructure, fan engagement programming, and operational overlays that guide and shape that journey. Distinct from both transportation systems and in-venue operations, the Last Mile exists in between — serving as the critical seam where global infrastructure meets the lived experience of the city

We were tasked to create a safe and secure environment that allows fans to celebrate their passion for soccer while upholding FIFA rules and clean zone regulations. Our goal is to ensure smooth crowd movement while making the journey to and from matches engaging and enjoyable.

To that end, we identified Atlanta as the Epicenter of Soccer!

WAYFINDING
The Last Mile unfolds across three zones, reducing uncertainty as energy builds — guiding direction, reinforcing the path, and validating arrival

The Intent Epicenter reframes the entire fan journey - from arrival in the city to arrival at the stadium - as shared acceleration. It shifts the fan experience. Epicenter reframes the Last Mile from a route into convergence.

MOVEMENT FRAMEWORK
The Last Mile was reframed as a performance system:

1.) From Spectacle High-capacity corridors optimized for clarity and forward momentum.
2.) Secondary Routes Overflow and recovery pathways absorbing error without destabilizing flow.
3.) Friction Point Identification Decision-heavy intersections and compressed transitions requiring intervention.
4.) Flow Protection at Scale Upstream clarity to prevent hesitation clusters before density peaks.