Behind the Scenes: Italy's Creative Mark on the 2026 FIFA World Cup

Italy will not compete on the field in the 2026 FIFA World Cup, but Milan's Balich Wonder Studio will leave its creative imprint by orchestrating interconnected opening ceremonies in Mexico City, Los Angeles, and Toronto. Chosen by FIFA, BWS will oversee events spanning three countries in June.

The ceremonies mark several firsts: apart from three joint openings, 48 teams will participate compared to 32 previously, and it's the inaugural year a creative studio manages the Milano-Cortina Winter Olympics and the World Cup together. BWS founder Marco Balich discussed this unique undertaking.

Each ceremony aligns with the host country's language, emphasizing unity among host nations. Although shorter and more focused than Olympic ceremonies, the events will include global artists like Katy Perry and Shakira, enhancing the celebratory atmosphere while maintaining each location's cultural essence.

(With inputs from agencies.)