Qatarambition was on full display during this desert nation’s bid for the world’s biggest sporting event: the World Cup! In 2009, the emirate joined in the running to host the 2022 World Cup. A 750-page bid book followed. In it the nation presented one of the most innovative and sustainable concepts for a sporting event of this magnitude. It also addressed and cleared up such biases as “Qatar is too hot or too small” to host the World Cup.

In 2010, the time-tested team of Atkon and dan pearlman joined forces in Qatar to organize the final presentation for the FIFA inspection trip through the country. Created was E7: a pavilion in the heart of the desert, which transported FIFA to the year 2022. Featured was a “Welcome Tent”, which served as the reception area for the top-class delegation, the “Legacy Zone”, which presented the history of Qatari sports in the form of an exhibition, and the centerpiece, the “World of Football”, which invited delegates on a journey into the future with a luxury-class cinema including a multimedia projection.

“World-class” were the FIFA reviews after visiting the pavilion. To close out the three-day long presentation marathon, an emotionally-charged multimedia spectacle also catapulted the most seasoned FIFA delegates into football heaven in Qatar. The surprise appearance by superstar Zinedine Zidane pulled off the coup to perfection. FIFA came away thoroughly satisfied and declared Qatar as the winners to host the 2022 World Cup.