Inicio were responsible for the complete design, IP creation, build & fit out of the Palm Arena, a new IP for the Marriott Resort and the only Euro’s football fan zone on the iconic Palm Jumeirah. The challenge was to create a sports viewing experience that would be a cut above traditional football fan zones. As well as live football, the Palm Arena programmed live music, DJ’s, celebrity guest speakers and corporate hospitality over the 4 week activation period. It was vital that the design and execution of the fan zone was in line with the brand values of the Marriott Group as well as appealing to core sports fans and consumers. Garnering widespread positive press and consumer reviews, The Palm Arena welcomed over 15,000 guests to the fan zone for an unforgettable experience during the Euros 2024.