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House of CulturePresents
London | Paris — 2026

We Ignite
Global Culture

Food · Art · Culture · SportsOct 4 · 11 · 18 LondonOct 25 Paris

A bespoke cultural initiative alongside the NFL’s international season. Invitation only. Brand-built. Culture-first.

IF360International Football 3602026
The Opportunity

Football doesn’t arrive in a city.It transforms it

“The future of sport isn’t just played. It’s experienced.”

— Jill Hundenski, Founder + Creative Director

International Football 360 is where the NFL becomes more than a game.

It’s a cultural movement that brings people together through the things that move us all: food. music. art. community. legacy.

Two iconic cities. Two unforgettable weekends. One global stage. This is football beyond borders.

190+
countries watch the NFL
1.6B+
global fans and growing
2
cities — London · Paris
1
experience uniting sport + culture
IF360Why Now2026
Why Now

The perfect moment.
The global movement

Football is bigger than ever. Culture is moving faster than ever. And the world is more connected than ever. IF360 exists at the intersection of all three.

Global NFL growth

The league is no longer an American export — it is a world sport.

More unforgettable moments

The international slate keeps expanding, season on season.

Creators are the new media

The story of a weekend is told by the people living it.

Memory over messaging

Audiences buy moments, not impressions.

Culture is the new currency

Legacy is built through culture. Not campaigns.

+35%
International viewership since 2018
16
International games in 7 countries in 2024
200M+
Sports content posts on social, annually
78%
Prefer experiences over material things
∞
Legacy compounds long after the whistle

One weekend can change how the world experiences football.

The future of football isn’t just international.

It’s cultural

IF360The Experience2026
The Experience

Three containers.
Fill them with culture.

IF360 isn’t a campaign — it’s three containers built to be filled. An exhibit, a table and a culture programme, each engineered so a brand or an artist can move in and make it their own. We build the room and hold the standard. What happens inside belongs to the people we invite in.

01

The Exhibit

Deconstructed jerseys, footballs and artifacts, interpreted by commissioned artists. A three-week London residency, then the show moves to Paris. Playbooks you can open. A sideline phone you pick up to hear the call. The helmet wall is the art direction — the backdrop everything else lives against.

02

The Table

Culture-clash cooking: a London chef beside an American one, tradition beside fusion. Barbershop conversation meets travel-food filmmaking — styled by football. Private dinners that become content.

03

The Culture

Fashion cut from deconstructed kits. Sets from artists who cross over. A gaming lounge where the trophy is a one-of-one helmet. Every moment is a container a partner’s creative team can fill.

What runs through all three
Food — A global culinary journey01

Food

Music
Music — Iconic sounds. Global stages02

Music

Art — Creativity shapes culture03

Art

Community — Fans. Friends. A united game04

Community

Legacy — A lasting impact beyond sport05

Legacy

IF360Two Cities. One Stage.2026
Two Cities. One Stage.
LONDON 2026 · IF360 ·
London — where football history runs deepLONDON 2026

London

Football. Culture. Iconic.

Where football history runs deep and culture is always evolving. Two weekends. One unforgettable experience.

  • ShoreditchStreet art, warehouses, the creative engine room.
  • SohoMusic, dining and the city after dark.
  • CamdenMarkets, record shops, unfiltered London.
  • WestminsterLandmarks and the ceremonial city.
  • Hackney WickCanal-side studios and new-wave innovation.

8M+ international visitors · 150+ football clubs · limitless possibilities

PARIS 2026 · IF360 ·
Paris — where elegance meets edgePARIS 2026

Paris

Football. Style. Sans frontières.

Where elegance meets edge — football flowing through fashion, food, art and the streets. Paris isn’t just a place. It’s a feeling.

  • Le MaraisGalleries, concept stores, old stone and new ideas.
  • Saint-GermainCafés, bookshops, the intellectual heart.
  • PigalleNightlife, courts and after-hours culture.
  • BellevilleStreet art, immigrant kitchens, real Paris.
  • La ConcordeLandmarks, scale and ceremony.

6M+ international visitors · 110+ football clubs · countless stories

IF360The Games — October 20262026
The Games — October 2026

Four games.
Two capitals

October 4
London
Commanders v Colts
Commanders helmetVSColts helmet
October 11
London
Jaguars v Eagles
Jaguars helmetVSEagles helmet
October 18
London
Jaguars v Texans
Jaguars helmetVSTexans helmet
October 25
Paris
Saints v Steelers
Saints helmetVSSteelers helmet

Premium game experiences that bring fans closer to the action — wrapped in a full weekend of food, music, art and community.

IF360Our Audience. Our Movement.2026
Our Audience. Our Movement.

United by football.
Curated in the room. Massive around it.

01

The Guest

In the room

A curated list — around a hundred per city. Athletes, artists, founders, tastemakers. The room is the media.

02

The Fan

Around the room

Everyone else lives it through the content and the apps — the game plans, the helmet collection, the stories. You don’t need a seat at the dinner to be in the culture.

03

The Brand

The Partner

Builds what matters. Seeks authentic connection and cultural relevance. Invests in experiences that create real impact — brand love, loyalty and long-term value. Not just visibility. Meaningful association. Each partner gets a container designed for their own creative directors to fill — organic by design, never a logo slap.

Different perspectives. One shared passion. Infinite impact.

IF360Content & Media Ecosystem2026
Content & Media Ecosystem

One weekend.
A year of stories

1weekend→365days→∞stories
  • 01Chef collaborations
  • 02Acoustic sessions
  • 03Game day
  • 04Artist takeovers
  • 05Podcasts & interviews
  • 06Creator content
  • 07Cultural connections
  • 08Unforgettable moments

The game lasts four quarters. The stories last forever.

One weekend. A year of stories.IF360 Film

Football creates fans.
Culture creates belonging

IF360 is where the game meets the world — and the connections last far beyond the final whistle.

IF360Partnership2026
Partnership

Containers, not campaigns

Space held for your creative teams.

The Build

A toy-brick House of Culture, constructed live in London, rebuilt in Paris.

The Atelier

Deconstructed jerseys reworked into fashion; a runway moment inside the exhibit.

The Lounge

A gaming setup where crews compete and the winner takes home the helmet.

Named partners integrate on their own terms — these containers are drawn to be filled, not prescribed.

The Residency

Three weeks in London. One week in Paris.

Weeks 1–3 · London

The exhibit lives in Shoreditch. Activation days orbit the three game weekends.

Game Days

One-day moments: the display by day, a private table by night, a recorded conversation in between. Then we strike the set.

Week 4 · Paris

The show crosses the channel. Same containers, French accent. One game, one crescendo.

IF360The Venues2026
The Venues

Spaces with soul

Paris

Bastille Design Center

74 Bd Richard-Lenoir, 75011 Paris

Preserved architecture, luminous spaces, a unique atmosphere. An exceptional venue that lends itself to the most daring projects — exhibitions, fashion shows, performances, private receptions.

Bastille Design Center
Bastille Design Center
Bastille Design Center74 Bd Richard-Lenoir, 75011 Paris
Paris

Galerie Joseph

116 Rue de Turenne, 75003 Paris

In the heart of the Marais: 1,100 m² across two levels, flooded with natural light from twin skylights and vast glass facades. Exposed stone, herringbone parquet, polished concrete — authentic and contemporary.

Galerie Joseph
Galerie Joseph
Galerie Joseph116 Rue de Turenne, 75003 Paris
London

Protein Studios

31 New Inn Yard, London EC2A 3EY

17,000 sq ft in Shoreditch, powered by a community that lives and breathes ideas. Warehouse-style design, adaptable studios — host to conferences, exhibitions, brand activations and fashion events.

Protein Studios
Protein Studios
Protein Studios31 New Inn Yard, London EC2A 3EY
London

White Rabbit Studios

471–473 The Arches, Dereham Place, Shoreditch EC2A 3HJ

A creative studio and event venue in converted railway arches. Three interconnected studio spaces for photography, film, brand activations, product launches and immersive experiences.

White Rabbit Studios
White Rabbit Studios
White Rabbit Studios471–473 The Arches, Dereham Place, Shoreditch EC2A 3HJ

** Venues subject to permitting timeline

IF360Our Work — House of Culture2026
Our Work — House of Culture

We’ve done this before.

The clients change. The method doesn’t: build the room, curate who’s in it, let the content come off the back of it.

Facebook & Instagram01

Facebook & Instagram

A cultural icon’s activation

Produced for the platforms — the room, the run of show, and the content that came out of it.

Cadillac Europe02

Cadillac Europe

European food tour — Frankfurt, World Club Dome

A moving table across Europe — chefs, press and prime-time moments, carried by one brand story.

Art Basel Miami03

Art Basel Miami

Lobos 1707 × Lamborghini — the most exclusive room of Basel

An invitation-only takeover at the center of the art world.

AMEN Immersive04

AMEN Immersive

Los Angeles — a culinary story

An immersive dinner built as a narrative — courses as chapters, the room as the set.

IF360The Road — Proof of Concept2026
The Road — Proof of Concept

London is the beginning.
The North Star is the Olympics.

Every market runs the same containers. Each one makes the next one cheaper to build and easier to sell — which is why London and Paris are a proof of concept, not a one-off.

2026 ✓The Deconstructed Balls · toured 10 North American host markets
Oct 2026IF360 · London & Paris (you are here)
2027Super Bowl · Southern California — same containers, home turf
2027WNBA & NBA international · the format travels with the leagues
2028Super Bowl · Atlanta
2028LA28 Olympics · country houses across proven international markets — 35 sports, reinterpreted by nation

Same blueprint. Same infrastructure. Compounding markets.

IF360Play With Us — Three Apps2026
Play With Us — Three Apps

Three apps.
One weekend

Curate the wall. Deconstruct a shell. Run the city.

The Collection

Build your
case

The backdrop of the rooms is a real signed-shell collection. Browse the wall, build your six-helmet case, and push your picks to the front shelf in London.

Hand-painted Saints art helmet with Eiffel Tower artwork
The signed helmet collection on its shelves
HoC artist editions — hand-paintedThe Collection — the real wall
Open the Collection →
The Studio

Take it apart

The house art form, in your hands — pull a helmet apart, rebuild it wrong, and send it to the people’s-choice wall. Top-voted pieces get fabricated by commissioned artists.

The Deconstruction Studio canvas with a helmet fanned into exploded bands
The Deconstruction CanvasExploded
Enter the Studio →
Game Plan

Run the city
like an offense

London and Paris, called like football plays. “The Blitz” is five Shoreditch stops in 90 minutes; the “Two-Minute Drill” finds food, art and music before kickoff. Squads compete for yards, and an AI coordinator calls custom plays for the crew you turned up with.

Open the Game Plan →