UEFA Women’s EUROS | Giant Table Football Installation, Carnaby Street

To celebrate the countdown to UEFA Women’s EURO England 2022 — the biggest European women’s sporting event in history — We are Fury design agency commissioned us to bring to life a show-stopping installation on behalf of M&C Saatchi Sport & Entertainment. Our role: to create and make an unforgettable centrepiece for London’s Carnaby Street that captured the scale, excitement, and significance of the tournament.

The creative vision was to subvert the traditionally male-dominated game of table football by transforming it into a giant celebration of women’s football. The installation featured nine-foot-tall female players representing the top-seeded team in each group (England, Germany, Netherlands, and France), suspended five metres above Carnaby Street. The design reimagined the classic table football set as the largest of its kind ever created worldwide.

Dick George Creatives designed, fabricated, and installed the colossal women’s footballers using lightweight but highly durable materials, ensuring each figure was strong enough to withstand outdoor display while remaining light enough for safe suspension. The props were meticulously hand-finished to recreate the iconic table football silhouette at monumental scale, capturing the dynamic spirit of the game while maintaining a consistent, stylised form for each player.

Dick George Creatives collaborated closely with We Are Fury design agency on behalf of M&C Saatchi Sport & Entertainment and the UEFA Women’s EURO 2022 organisers to deliver the project on a tight timeline. From initial concept discussions through to final installation, our team ensured clear communication, rigorous quality control, and a seamless delivery process — all while navigating the logistical complexities of suspending nine-foot figures above one of London’s busiest streets.

Unveiled on 28th March 2022, exactly 100 days before the tournament kicked off, the installation created a spectacular visual moment that generated significant media coverage and public excitement. Football fans and celebrities gathered for the launch, including Rio Ferdinand, Fara Williams, Lioness stars Millie Bright and Jess Carter, and international players Kenza Dali and Ann-Katrin Berger. The installation not only celebrated women’s football but also inspired conversations about representation in sport and encouraged fans to buy tickets for what would become a record-breaking tournament.

More than 300,000 tickets had already sold during pre-sales, and UEFA Women’s EURO 2022 went on to beat the previous attendance record set in the Netherlands in 2017, proving the campaign’s effectiveness in engaging audiences.

The project underscored Dick George Creatives’ reputation as one of the UK’s leading prop makers, known for delivering technically complex, high-profile installations with unrivalled craftsmanship. By reimagining a traditional game at monumental scale, the team helped set the tone for a history-making tournament that continues to inspire the next generation of players and fans.