See Inside This Massive Immersive Experience About Soccer Star Lionel Messi

An AI chatbot version of Messi greets visitors.Photo: Courtesy of Moment FactoryMIAMI—Messi mania is still going strong in South Florida. And now fans can get even closer to the living GOAT thanks to a new immersive exhibit.

“The Messi Experience: A Dream Come True" kicked off its world tour at The Hangar at Regatta Harbour in Miami's Coconut Grove in April.

Featuring nine thematic installations, each offering a glimpse into the world of the famous soccer player Lionel Messi—from his beginnings in Argentina to the 2022 World Cup—the 20,000-square-foot immersive exhibit lets fans step into his life on and off the field.

The experience was produced, created, and designed by Primo Entertainment and multimedia studio Moment Factory. 

“Managing hundreds of assets and archives of Lionel Messi’s life, which include the best moments of his career, and creating a compelling storyline to engage the audience was a significant task,” explained Patricia Ruel, lead creative director at Moment Factory. 

To create a truly immersive experience about Messi, the teams involved need to really immerse themselves into his world. Ruel explained that the project required live-action shooting with the player, including filming a welcome message, a selfie for an interactive station, and some marketing content. 

Additionally, she said that insights from Messi experts, including Argentine journalists and authors, were incorporated. “After viewing over 1,000 hours of footage, the team created an experience offering a unique approach to Messi's life. The team traveled to Argentina to walk in Messi's footsteps, experience local culture, and understand the passion for football,” Ruel added. 

At "The Messi Experience," visitors start the journey by joining the World Cup victory parade as they walk through an entrance designed to resemble an open-top bus that’s passing by thousands of cheering fans. From there, they travel to Barcelona to experience Camp Nou, the home of FC Barcelona, where Messi spent most of his career. He currently captains both Major League Soccer club Inter Miami and the Argentina national team.

In the interactive fan zone, visitors can test their ball skills, learn tips and tricks from Messi, and get picked to be on his “dream team.” Once picked for the team, Messi comes to life, thanks to an avatar created by Hyperreal, and offers fans an inspiring team talk in the locker room.

“This immersive journey is designed to highlight not only Messi's incredible skills and career milestones but also his personal values and dedication. Through interactive exhibits and multimedia presentations, fans gain insights into his training, challenges, and triumphs, offering a comprehensive look at what makes Messi a football legend,” Ruel said.

She added that “The Messi Experience” is set to visit more than 150 cities around the world over the next five years, starting with Los Angeles on June 14 and then Buenos Aires. Ticket prices in Miami start at $29.90.

“Ultimately, we hope 'The Messi Experience' becomes a landmark event for fans worldwide, setting a new standard for sports exhibitions,” Ruel said. 

Keep scrolling to see key vendors and more from inside “The Messi Experience: A Dream Come True”...

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