TM were tasked with creating a home-from-home for the Lionesses during UEFA Women’s EURO 2025 in Switzerland. Based at the Dolder Grand in Zurich, we designed a winning environment that balanced performance and relaxation. Inspired by the hotel’s world-renowned art collection, our Exhibit England theme celebrated the Lionesses’ past, present, and future. Like a tournament, an exhibition is temporary - a stage for talent and lasting memories. Our gallery-style approach allowed us to tell unique stories and be experimental and unexpected with bold colour and material treatment.
Shaping the space
By introducing a versatile colour gradient, we were able to flex colour throughout the space, creating moments of calm when needed and amplifying the ‘switch on’ areas. This simple but effective treatment across the basecamp was punctuated with hero moments of storytelling and impact. Communal and transitional spaces told stories of pride and togetherness – tracing the squad’s journey from grassroots to professional level and tracking tournament progress – through lenticular displays. The ripple lion, a reverberating icon inspired by the Lionesses and their impact on women’s football, became a key graphic asset across basecamp. This has remained a core part of the Lionesses identity post-tournament due to their continued success.
Sharing stories from inside camp
Housed within the basecamp was the ‘That Lionesses Podcast’ studio, a cozy space for engaged conversation and an insider’s look into everyday camp life. Creating a domestic-style lounge was key to getting natural conversation flowing in a comfortable environment.
Elevating the fan experience
We worked with the FA to create a micro-identity and promotional assets for a base for England fans in Switzerland – the first of its kind. First hosted in Zurich, then moving to Basel for the final, the HQ (sponsored by Budweiser) featured live Q&As with Lionesses legends, interactive fan experiences and most importantly a party atmosphere before every game.
Bringing it home….again
Once the Lionesses secured the win, we wanted to deliver a homecoming worthy of back-to-back champions. The basecamp identity was flexed for use on the parade bus and staging on the mall, as well as across social media. What began as a players’ sanctuary in Zurich evolved into a movement that captured a nation - a living exhibition of pride, progress, and the unstoppable rise of the Lionesses.
