Atlanta Cultural Exchange

Experiential

Experiential
Cultural Strategy
Leadership
Storytelling

Atlanta, GA

During FIFA World Cup 2026™, 10 Squared served as Executive Producer of the Atlanta Cultural Exchange, a $500,000 citywide cultural initiative presented by Showcase Atlanta and powered by The Gathering Spot in partnership with the Mayor’s Office of Cultural Affairs.

Across eight activation days, the platform transformed more than 23,000 square feet at The CTR (formerly CNN Center) into a cultural destination celebrating Atlanta through fashion, art, music and entertainment—connecting local creatives, global audiences, corporate partners and the community during one of the world’s largest sporting events.

Summary

Create and execute a large-scale cultural platform that could authentically represent Atlanta’s creative identity on a global stage during FIFA World Cup 2026™—while simultaneously managing a complex ecosystem of City leadership, corporate partners, international participants, artists, talent, vendors and community organizations.

The experience needed to deliver compelling programming across eight distinct event days, support Atlanta’s creative economy, generate meaningful public engagement and media visibility, and operate within a defined $500,000 budget and compressed production timeline.

Challenge

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Solutions

Executive Production + Experiential
Led the full production lifecycle from concept and venue design through fabrication, technical production, programming, talent management, guest experience and onsite execution across eight activation days.

Team Building + Integrated Oversight
Identified, recommended and helped assemble key external partners across marketing and public relations, then provided executive oversight to ensure all teams operated against a unified strategy, brand vision and campaign objectives.

Cultural Programming + Talent
Secured and managed 100+ creatives across music, entertainment, fashion, art, media and civic leadership, including Jaylen Brown, Killer Mike, Trinidad James, Devyne Stephens, Shirley Franklin, Zaytoven, Drumma Boy Fresh and more.

Creative Economy + Global Exchange
Managed the integration of 115 vendors, six Atlanta art galleries and six international partners, creating opportunities for creative commerce, cultural discovery and global exchange.

Marketing + Public Relations Oversight
Directed the overall marketing and communications strategy while overseeing the sourced marketing and PR teams responsible for campaign execution. Together, the integrated effort generated 74 media placements and mentions and 56.3M in potential media reach.

Storytelling + Content
Oversaw the platform's storytelling and content ecosystem, including 300+ custom creative assets, eight recap videos and eight complete photography sets. Social content generated 874.2K views, 38.4K interactions and 2.1K new followers.

Budget Stewardship + Production Management
Managed production resources, vendor relationships and budget performance, delivering $227K+ in confirmed savings while maintaining the scale, quality and cultural impact of the experience.