November 2023


FIFA Museum & Hyundai


Creative Direction

Art Direction

Visual Design

Hardware Procurement

Hardware Install

Software Development




Virtual Museum Partner

Chopt Studio


Edge Lighting


The history of women’s football is as rich as it is turbulent. For the ninth edition of the FIFA Women’s World Cup™, the FIFA Museum set out to create a pop-up exhibition celebrating the individuals who have profoundly shaped the women’s game into a global phenomenon. The exhibition sought to evoke nostalgia, pride and unity, and inspire the next generation of passionate players and fans.

Coinciding with the eagerly anticipated arrival of the FWWC on Australian and New Zealand soil in 2023, the FIFA Museum engaged Grumpy Sailor to craft an unforgettable immersive experience at the FIFA Fan Festival™ in Sydney’s Tumbalong Park.

Cutting a sophisticated silhouette against the backdrop of Tumbalong Park, the FIFA Museum forms the centrepiece of the surrounding FIFA Fan Festival™. Inside the temporary structure, a rich collection of physical and digital artefacts bring to life the stories, struggles and triumphs of the individuals who have shaped women’s football: Role Models, Trailblazers, Advocates, Supporters, and Record Breakers. Touch screens invite fans to explore these stories: watch Sam Kerr’s iconic penalty shot, or read about Megan Rapinoe’s fervent campaigns for gender equality. A web-based 3D virtual museum takes these artefacts and stories to a global audience. At the centre of the pop-up museum, an immersive film brings the excitement, anticipation and emotion of the last eight FIFA Women’s World Cup™ tournaments to life: shots and misses, wins and losses, tackles and crosses. Next to this, the revered Trophy is encircled by a beautiful display of the jerseys of all 32 competing teams. Finally, an uplifting film unveils Hyundai’s Goal of the Century: their mission to unite the world in pursuit of environmental sustainability. Designed for maximum accessibility, the physical exhibition space is wheelchair friendly and features infrared hearing loop packs, while the virtual counterpart offers language support in both English and Māori.


Yirranma Place

Transforming a historic building into an iconic and inspiring community hub

Next Project

Grumpy Sailor operates on lands belonging to the Gadigal people of the Eora nation, and the Boon Wurrung and Woiwurrung (Wurundjeri) peoples of the Kulin nation.

We acknowledge these traditional owners and we pay our respects to leaders past, present and emerging.