IONA SMITH
THE QUEER
FOOTBALL CLUB
CONCEPT STORE, EVENTS SPACE, FOOTBALL KANTINE (E.g. LESBIAN WINE BAR),
A MONTH-LONG POP-UP FOOTBALL CLUBHOUSE REIMAGINED AS A QUEER SOCIAL HUB, CONCEPT STORE, AND EVENT SPACE BY THE QUEER AGENDA.
1. Concept development
2. Overall creative direction
3. Merchandise design
4. Event programming and hosting
5. Casting
6. End to end project ownership
1. CONCEPT DEVELOPMENT
​I led the creative concept for The Queer Football Club (TQFC), transforming an empty space into a queer football hub. My role spanned concept-making, merchandise design, creative direction, and event programming.
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Shaping the overarching idea of TQFC as both a store and cultural/ social hub.
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Designing a cohesive narrative connecting football, queerness, and community.
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Creating event concepts (e.g. thrift market of your ex’s clothes, lesbian wine bar, live match screenings).
2. MERCHANDISE & CREATIVE DIRECTION
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Co-designed our football merchandise line: think outrageous slogan tees, queer-coded kits and scarves you want to wave at every game.
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Led campaign concept, casting, writing the one-liners, production and the roll-out on socials.
3. EVENT &
EXPERIENCE DESIGN
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Hosted biggest screening of the women's Euros in Amsterdam, with over 300 attendees.
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Curated month-long programming blending football with queer culture.
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Designed the “open-doors” space concept for inclusivity and accessibility.
