SCAD transforms Atlanta for FIFA World Cup 26

The collaboration centers on the university’s innovation studio, SCADpro, which was tapped in 2024 to tackle the complex logistical and aesthetic challenges of hosting a global tournament. Their primary contribution, a wayfinding project dubbed The Last Mile, utilizes digital and physical graphics to guide visitors toward the stadium. Beyond utility, the initiative seeks to define the city’s visual identity through high-profile public art, including augmented reality murals at the Georgia World Congress Center and custom installations at transit hubs like the Peachtree MARTA station.

Dan Corso, president of the Atlanta Sports Council, noted that the partnership allows the city to present its identity through the lens of emerging creative talent. The projects extend across the downtown area, featuring works from alumni such as Michael Porten and Taylor White, who have transformed urban corridors and building facades into landmarks. As Atlanta prepares to host eight matches, including a semifinal on July 15, these installations serve to blend functional city infrastructure with the university’s signature aesthetic, aiming to solidify the city's status as a global cultural destination.