American Dream to open Lionel Messi-themed experience ahead of World Cup
American Dream is continuing to roll out soccer-focused activations with the 2026 FIFA World Cup only a few months away.
The East Rutherford, N.J. megamall will soon open The Messi Experience in tribute to Argentinian soccer superstar Lionel Messi. The multi-room, nine-installation journey will give fans a unique opportunity to test their soccer skills in AI-powered and explore Messi’s legacy, which includes eight Ballon d’Or awards, a 2022 World Cup title and several records.
American Dream says the activation will allow visitors to experience “holographic visuals, cinematic sound and emotional storytelling.” Guests will step into Messi’s childhood bedroom, explore a replica of his locker room and test their skills with ball control, shooting drills and on-ball challenges. The experience will also feature a merchandise store showcasing exclusive signed items, making it the only retail space in the United States where fans can purchase them.
“We are ecstatic that The Messi Experience, honoring the world’s greatest footballer, has chosen American Dream as the destination to celebrate and share his legacy,” said Adam Petrick, chief marketing officer of American Dream. “This partnership further showcases our growing influence in the global soccer universe and the powerful platform we provide the game’s biggest stars. This is only the beginning, as we plan to bring more unique events and activations to the property as we build momentum toward the World Cup.”
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(Image courtesy of American Dream) -
(Image courtesy of American Dream) -
(Image courtesy of American Dream)
The 2026 FIFA World Cup will feature 104 matches between 48 national teams from June 11 to July 19, 2026 39 days in Canada, Mexico and the United States. The final match will be held on Sunday, July 19 at MetLife Stadium in East Rutherford, N.J.
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“I am thrilled to see this project come to life and bring fans even closer to me – both on and off the field,” said Messi. “I’ve always sought to inspire people through my passion for football, and this experience allows fans to relive the most unforgettable moments of my journey.”
American Dream, developed by Triple Five Group, spans more than 3 million square feet and features more than 400 retail, food and beverage and entertainment attractions.
