The campaign positions Queens as the ‘World’s Borough,’ where an extraordinary mix of cultures and communities comes together.
Timed to the FIFA World Cup, the campaign spotlights the borough’s best watch parties and authentic local experiences, inviting fans to explore every neighborhood.
Queens is one of the most diverse places on the planet, making it the ideal setting for celebrating the 2026 FIFA World Cup. Working with the Queens Tourism Council, Pentagram designed a campaign that positions Queens as the “World’s Borough,” where an extraordinary mix of cultures and communities comes together—not only for the tournament, but every day. The program also introduces a new graphic identity for the Council, an initiative of the Queens Economic Development Corporation (QEDC).
The campaign spotlights the borough’s best FIFA World Cup watch parties and authentic local experiences, inviting fans to explore every neighborhood. At its center, the iconic Unisphere in Flushing Meadows–Corona Park, originally built for the 1964 New York World’s Fair, is reimagined as a soccer ball—a simple, memorable symbol of Queens’s international character and its role as a global crossroads.
The identity is built around Einsteinway, a custom typeface based on Milton Glaser’s geometric display font Einstein. Named after Astoria’s bustling Steinway Street, the typeface echoes shapes in the Unisphere and gives the campaign a distinctly Queens character. The identity carries through the campaign microsite, Queens.NYC, and the @itsinqueens social channels.
