Four AI Magic Towers for VISA: Fan Zones of the UEFA Women's EURO 2025 in Switzerland

In short: For the UEFA Women's EURO 2025 in Switzerland, our four AI Magic Towers were deployed on behalf of VISA — simultaneously in Basel, Bern, Zurich and Geneva, across the entire tournament from July 2 to 27, 2025. So the devices wouldn't look out of place in the fan zones, we rebuilt all animations in VISA branding.

A tournament that broke every record

The Women's EURO 2025 was the biggest tournament of its kind to date: 657,291 spectators at 31 matches, 29 of them sold out, averaging over 20,000 per game. Around 35 percent of tickets went to international fans from more than 160 nations. Matches were played in eight Swiss cities, and the final took place in front of 34,203 spectators at Basel's St. Jakob-Park.

Fan zones sprang up around the stadiums, where sponsors ran their spaces. That's where VISA stood — and that's where our towers stood.

Four cities, four devices, in parallel

The brief was unusual for us: not one event in one place, but four locations at the same time, over several weeks. In Basel, Bern, Zurich and Geneva, one AI Magic Tower each ran in the VISA fan zone. That's exactly why we keep four identical devices in our inventory — otherwise a job like this wouldn't be feasible, because the stations had to run simultaneously, not one after the other.

At 220 centimeters, the tower is our tallest device with a mirror surface. In a fan zone where drink stands, screens and activation areas compete for attention, that is precisely the point: the device is visible from the other side of the grounds, and the illuminated frame running all the way around draws guests in on its own.

Custom animations: the tower becomes a VISA device

A mirror meant to stand in a sponsor's corporate design must not look like a rental unit with a logo stuck on. That's why we rebuilt the complete on-screen animations for this deployment:

• Start screen in VISA blue with the tournament elements, instead of our standard interface.
• Animated prompts throughout the flow — from tapping to posing to the countdown, in the colors, typography and tone of the campaign.
• Photo frames and transitions matching the fan zone in blue and yellow, so every guest photo comes out as a campaign visual.

The result: anyone standing in front of the tower wasn't facing a photo device, but a VISA station. And every picture a guest forwarded from their phone carried the branding with it.

Why this works on a sponsor's space

Sponsorship at a tournament this size depends on people stopping. Everyone sees the perimeter boards, but nobody remembers them. A photo, by contrast, gets looked at, shared and kept.

Three things make a photo station strong on a space like this:

It costs the guest almost nothing. Tap, pose, done — it fits into the waiting time before kickoff without anyone filling out a form or having to buy something.

It creates a picture that carries the brand. Not as an intrusion in the corner, but as a designed frame that belongs to the image.

It works in every language. With 160 nations in the crowd, that's no minor detail. A visual interface you understand without reading also reaches guests who speak neither German nor French.

What a multi-city deployment means in practice

Four locations over four weeks are above all a question of logistics and operations. Each device needs a standard household outlet and a stable internet connection — we bring our own 5G, because Wi-Fi in a packed fan zone is rarely reliable. Add to that level ground, step-free access and a staffing concept that holds up over the entire period, not just one evening.

Anyone planning an activation across several venues should settle these points early. Designing the animations, in turn, needs lead time, because the interface has to match the campaign look and should be tested before day one.

For your next sponsorship activation

Planning a presence at a tournament, festival or trade show, and want your brand not just to hang there but to travel? The AI Magic Tower can be completely rebuilt around your campaign, and with four devices we cover several locations at the same time. You'll find more devices from the same range in the AI Line, and ideas for trade show presences on our page about photo booths at trade shows.

Frequently asked questions about sponsorship activations with the AI Magic Tower

Can several locations be covered at the same time?

Yes. We have four AI Magic Towers in our inventory and can be present at several places in parallel — at the Women's EURO 2025 it was four Swiss cities across the entire tournament.

How far can the interface be adapted to a brand?

Very far. Start screen, animations throughout the flow, photo frames and transitions are designed in the campaign look. The device then feels like part of the booth and not like rental equipment.

What does the tower need on site?

A 230 V outlet, about 2.5 × 2.5 meters of floor space, a ceiling height of at least 230 centimeters, and step-free access or a freight elevator. We bring the internet ourselves.

Does this work with an international audience too?

Yes. Guidance through the flow is built visually, and we agree on the interface language with you in advance.