For the first time in the history of the World Cup, a collection of official posters has been designed to heighten enthusiasm and excitement for the upcoming tournament.
The posters were designed by Qatari artist Bouthayna Al Muftah, a Virginia Commonwealth University School of the Arts in Qatar graduate, who was inspired by her surrounding culture.
Explorations led her to unearth and deconstruct elements from her land’s past traditions and bring them forth for the present generation to reflect upon and immortalize.
Al Muftah engaged with the local community to find out what football means to them. And her research led her to create work reflecting their passion, energy, and inspiration and much more that stems from rich culture of football history.
Her work is based on different conceptualizations of books and memories. She intends for the viewer to connect with her work by reflecting on their own journeys.
The main poster is of a headdress traditionally worn by Qatari men being thrown into the air to celebrate the winning team. This action is symbolic of the love of football shared by those around the Arab world.
In addition to the main piece, Al Muftah presented her idea’s through seven additional posters, helping to capture the concept of community, as well as people’s memories.
The individuals in the series collectively represent different elements, which includes the game, the fans, the chants, and the energy of the players.
The word “Hayya” - which means “let’s go” – is used as a cultural reference, highlighting the language of the region. She hopes that it will become a chant that is recited not only locally, but globally, too.
Reflection is a theme used throughout the series to emphasize the idea of reminiscing about the past, in the present, while looking ahead to the future.