FESPA Gold Award winner - The Look Company on their success at the FIFA World Cup 2022

Coming from Dubai, The Look Company won both a FESPA Gold Award and was the Sustainability winner in the FESPA Awards programme. FESPA Awards is celebrated amongst printers across the globe and is recognised by industry experts.

They won a gold award for their Printed Fabrics for FIFA World Cup Qatar 2022 in the category ‘Roll To Roll Printed Textiles’.

The FIFA World Cup Qatar 2022 was one of the world's biggest and most popular sporting events. The Look Company were tasked with playing a vital role in branding the FIFA World Cup Qatar 2022. They provided over 905,000 square meters of branded elements. The goal was to ensure the event met FIFA's branding requirements, creating a cohesive and visually appealing experience for fans, teams, and sponsors across various venues.

About The Look Company

The Look Company is an international visual engagement company, producing display systems and printed graphics for both retail and sport environments. As an award-winning print partner they produce industry leading graphics and display systems for trusted brands such as Samsung, Under Armour, Skechers and Walmart. In addition, their products fill multiple sport stadiums as the provider of branding at FIFA World Cup, the Olympic Games, Major League Baseball events, National Hockey League games, and several other diverse world championships.

About the Project

The inspiration came from the magnitude and global significance of the FIFA World Cup. The opportunity to contribute to such a prestigious event and leaving a lasting visual impact, fuelled the company’s commitment to excellence and innovation. Their knowledge and expertise allowed the team to apply customised branding solutions to the 8  main stadiums, player areas, and non-competition venues. The inspiration stemmed from a commitment to delivering high-quality, visually stunning branding that enhance the overall atmosphere of the FIFA World Cup.

The design and production for the project began in July 2022, with the majority of production and installation taking place between 1^st September – 17^th September 2022. The project timeline was particularly challenging, with a crucial changeout of the Final match at the Lusail Iconic Stadium completed within a 3 day period.

Sustainability

Sustainability was a core focus for The Look Company, with initiatives such as using recycled materials, shifting to eco-certified processes, and repurposing branding textiles for tote bags. The company's commitment to sustainability is evident in its participation in FIFA's third-party Sustainability Audit program. The Look Company's success in meeting FIFA's specifications and winning awards, including the Sustainability Award, is due to the effective problem-solving, innovation, and their commitment to environmentally conscious practices.

The material choices were driven by sustainability and performance. They utilised 100% recycled fence scrim material, selected recyclable substrates wherever possible, they shifted towards UL Eco-Certified latex processes and employed direct print technology to reduce paper waste. The use of solar-powered lighting systems for their signage and wayfinding hardware and locally produced aluminium profiles contributed to environmental conservation.

Moving forward sustainability initiatives include using recyclable substrates, reducing paper waste with direct print technology, and employing solar-powered lighting systems. Their company also partners with local organisations for recycling efforts and actively participates in sustainability audits.


We spoke directly with Jacob Burke, President of The Look Company to find out more about how much their big wins mean to them and where their company is going creatively.
What else are you doing in your business creatively that you would like to share?
The Look Company continues to push boundaries in sustainability, with initiatives becoming standard practice company-wide. Creative approaches to repurposing materials and exploring new technologies are ongoing to maintain a leadership role in the market.

Awards

What value do you see in awards competitions?

Awards competitions like FESPA Awards provide industry recognition and validation for exceptional work. They serve as benchmarks for excellence, boosting credibility and visibility within the industry. The FESPA Awards enhances our company's reputation and instills confidence in clients and partners.

How does it feel to have the recognition?

The special recognition of the first-ever Sustainability Award is a tremendous accomplishment that showcases our dedication to a better tomorrow. This recognition reinforces our proactive efforts to be environmentally conscious, implementing innovative practices, and integrating sustainability into our core values. It is a testament to our collective commitment to creating a positive impact on the environment while continuing to deliver outstanding results for our clients. It is a testament to our collective commitment to creating a positive impact on the environment while continuing to deliver outstanding results for our clients.

The FESPA Awards will return in 2025, alongside the FESPA Global Print Expo in Germany. Register your interest here to apply for the FESPA Awards. It will be open for applications from 19^th March 2024.