Qatar Fashion United at the FIFA World Cup

LEAP Creative Studio and INFRAMES made effortlessly elegant looks perfect for the runway to close out last year’s FIFA World Cup.

Last year, CR Runway put together a team of creative organisations to create Qatar Fashion United, which would occur two days before the closing ceremony of the 2022 FIFA World Cup. Connecting 160 countries across six continents, it was the largest global runway show to date. Conceived by Her Excellency Al-Mayassa bint Hamad bin Khalifa Al Thani with CR Fashion Book‘s Editor-in-Chief Carine Roitfeld and directed by Vladimir Restoin Roitfeld, the show aimed to link the worlds of fashion, music, culture, and sports.

LEAP Creative Studio, who headed up scenography and motion, approached INFRAMES to contribute animated visuals, most of which were primarily created in Notch. They asked Notch Designer Haitham Taha to produce something that would suit the clean, elegant, and sophisticated designs on display. Together, the studios began by developing storyboards and colour treatments, beginning the show with sharp, detailed textures resembling choice fabrics which became, as the show went on, more abstract particles that electrified the stage.

Acts such as Post Malone, Ozuna, DJ Snake, Nancy Ajram, and Kadim Al Sahir made guest appearances at various points throughout the night. Following the event, the record-breaking final match was watched by approximately 1.5 billion people according to FIFA. Creative Director Paul Ceschiutti noted how proud the whole team was to have contributed to such a unifying worldwide event.

“I could make changes and animate new sequences on the spot without needing to extensively rework everything. Notch is an essential tool for anyone looking to create engaging, dynamic visuals in a setting like Stadium 974.”

Haitham Taha, Notch Producer, INFRAMES

Additional press coverage:
The Peninsula, Gulf Times, Billboard.

Credits
Clients: Qatar Museums & Qatar Creates
Production Company: CR Runway with Auditoire Qatar & Genesis
Show Director: Emmanuel David
Scenography & Motion: LEAP Creative Studio
Creative Director and Scenographer: Paul Ceschiutti
Artistic Coordinator & Content Producer: Maïlys Gofenson
Lead Motion Designer: Florian Moreau

Notch Producer: Haitham Taha (INFRAMES)
Audio, Video, & Lighting: PRG Middle East & PRG France
Lighting Designer: Jérôme Claude
SFX & Pyrotechnics: Groupe F
Sound Design: 8ème Note
Choreography: Compagnie Hybride