Celebration de Cultures: A Match day Reimagined
Angel City FC celebrated their 3rd Annual Celebración de Culturas, featuring thoughtfully curated match day programming designed to highlight culture, creativity, & the community. The activation transformed match day into an immersive experience, inviting fans to engage with cultural storytelling, interactive installations, & live performance throughout the stadium.
An Immersive Match-day Experience
Grounded in the idea that soccer is a space for connection beyond the game, the programming centered traditions, sounds, and visuals that reflect the diverse communities that shape Los Angeles. Each element was intentionally designed to encourage participation, spark nostalgia, and create moments of pride for fans of all ages.
As part of the activation, Ambiente Central designed, built, and assembled a branded soccer locker room–inspired photo booth, creating an immersive installation for attendees to engage with and capture the moment. The installation design and overall creative concept were led by Julianna Aguirre Martinez, Founder and Creative Director of Ambiente Central.
Sound, Movement, and Futbol
In addition to the installation, the programming also included an arts and crafts activation where kids created custom felt pin flags, encouraging hands-on cultural expression and inviting younger fans to engage with the celebration in a meaningful way. Designed as an intergenerational touchpoint, the activity allowed families to slow down, create together, and connect through creativity and shared memory.
To complete the experience, Garifuna & Honduran drummers led by Roy Da Drumma were featured in a live pregame performance, filling the stadium with the sounds of Punta. The performance served as a cultural offering & a moment of visibility - honoring Afro-Indigenous & Central American musical traditions while setting an energetic, celebratory tone for matchday. Together, these elements transformed the stadium into a space where culture was not only represented, but actively felt and experienced by the community.
