Football: designing the beautiful game

The Design Museum in London brought together sports, design, and culture in the exhibition Football: Designing the Beautiful Game. From April to August 2022, the exhibit offered visitors a fresh perspective on football, uncovering how design influences every aspect of the sport, from stadium architecture to the evolution of equipment, branding, and even social movements. Through a collection of artifacts, multimedia displays, and interactive installations, the exhibition illuminated how design shapes the world's most popular sport.

The evolution of football equipment

One of the exhibition's most intriguing sections was dedicated to the design evolution of football equipment. Footballs, for example, have transformed from the traditional stitched leather balls of the early 1900s to today’s water-resistant, ultra-light designs. Visitors could see the progression of these designs, understanding how the change in materials has made the game faster and more precise.

Football boots, too, were given their due. The exhibition explored how modern football footwear has moved beyond basic leather cleats to lightweight, high-tech models made with synthetic materials, each engineered for speed, traction, and comfort. This focus on equipment highlighted the collaborative work between designers and athletes, demonstrating how innovative materials and form contribute to performance on the pitch.

Stadiums: architectural icons and cultural landmarks

Stadiums are icons of football culture. The exhibition’s section on stadium architecture presented some of the world’s most famous structures, from the Maracanã in Brazil to London’s own Wembley. Blueprints, models, and photographs illustrated how these stadiums have evolved, integrating modern technology, environmental sustainability, and enhanced accessibility to improve both functionality and fan experience.

Key stadiums designed by notable architects, such as the Allianz Arena by Herzog & de Meuron and the Estádio Olímpico by Santiago Calatrava, were displayed as case studies. The exhibition highlighted how stadium design plays an integral role in creating the charged atmosphere that fans and players cherish.

Branding football: logos, jerseys, and visual identity

Another fascinating part of the exhibition was the exploration of how design establishes the identities of football clubs. From iconic club logos to ever-evolving jerseys, each element of visual branding is a powerful unifier for fans. Displays featured club logos from around the world, showing how visual language in football branding combines local identity with global recognition.

The commercialization of club branding was also covered. High-profile partnerships with fashion brands like PSG’s collaboration with Jordan showcased how football teams have crossed into lifestyle branding. These partnerships reflect how football clubs have transcended their traditional roles to become influential in fashion and pop culture, leveraging design to create both on-field and off-field appeal.

Social change and representation through design

Football has always served as a platform for social change, and the exhibition examined this by highlighting design’s role in promoting inclusivity, equality, and representation. On display were jerseys, banners, and advertisements created to support causes such as gender equality, LGBTQ+ rights, and racial justice. These artifacts underscored the power of football clubs and leagues to broadcast positive social messages and to create campaigns that resonate with millions of people worldwide.

Football as a shared cultural identity

Fan culture was another focal point of the exhibition, emphasizing how football thrives on the passion of its supporters. This section included a mix of fan-made banners, scarves, and murals that reflect grassroots creativity, from homemade paraphernalia to street art dedicated to beloved clubs and players. Through these displays, the exhibition celebrated the ways in which fans contribute to the sport’s visual language and identity.

Interactive installations allowed visitors to create their own virtual fan art or customize their own kit designs. This highlighted that fans are not passive consumers; they are active contributors to the game’s atmosphere and legacy.

Football as a designed experience

Football: Designing the Beautiful Game offered an enlightening look into how design is integral to football’s global appeal. By showcasing everything from equipment innovations and stadium designs to club branding and social change campaigns, the exhibition underscored that football is far more than a game; it’s a cultural phenomenon shaped by creative minds both on and off the pitch.

Through an exploration of football’s design journey, the exhibition illustrated how designers, architects, and fans come together to make football what it is today—a unifying language spoken in stadiums, on streets, and across screens worldwide.