Four AI Magic Towers for VISA: fan zones at UEFA Women's EURO 2025 in Switzerland

In short: For UEFA Women's EURO 2025 in Switzerland, our four AI Magic Towers were on duty for VISA — in Basel, Bern, Zurich and Geneva at the same time, across the whole tournament from 2 to 27 July 2025. So the devices wouldn't look out of place in the fan zones, we rebuilt every on-screen animation in VISA's branding.

A tournament that broke every record

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

Around the stadiums, fan zones gave sponsors space to bring their brand to life. That is where VISA was — and 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 once, over several weeks. Basel, Bern, Zurich and Geneva each had an AI Magic Tower in the VISA fan zone. This is exactly why we keep four identical devices in stock — otherwise a job like this isn't possible, because the stations had to run simultaneously rather than one after another.

At 220 centimetres, the tower is our largest mirror-based device. In a fan zone where drinks stands, screens and activity areas all compete for attention, that is the point: the device is visible from the far side of the area, and the illuminated frame draws guests in by itself.

Custom animations: the tower becomes a VISA device

A mirror that has to stand inside a sponsor's corporate design must not look like rental equipment with a logo stuck on it. So for this job we rebuilt the entire on-screen animation set:

• Start screen in VISA blue with the tournament elements instead of our standard interface.
• Animated prompts through the whole flow — from the first tap to the pose to the countdown, in the campaign's colours, typography and tone.
• Frames and transitions matching the fan zone's 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 on their phone carried the branding along.

Why this works on a sponsor's floor space

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

Three things make a photo station strong in that setting:

It costs the guest almost nothing. Tap, pose, done — it fits into the wait before kick-off without anyone filling in a form or buying something.

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

It works in any language. With 160 nationalities in the crowd, that is no small thing. An interface you understand without reading also reaches guests who speak neither German nor French.

What a multi-city deployment means in practice

Four locations across four weeks is mainly a logistics and operations question. Each device needs a household power socket and a stable internet connection — we bring our own 5G, because Wi-Fi in a packed fan zone is rarely reliable. Add level ground, step-free access and a staffing plan that holds up across the whole 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 fair and want your brand to travel with guests rather than just hang on a wall? The AI Magic Tower can be rebuilt entirely around your campaign, and with four devices we can cover several locations at once. More devices from the same range are in the AI Line, and ideas for trade fair appearances are on our trade fair photo booth page.

FAQ: sponsorship activations with the AI Magic Tower

Can several locations run at the same time?

Yes. We keep four AI Magic Towers in stock and can be present in several places in parallel — at Women's EURO 2025 that meant four Swiss cities across the entire tournament.

How far can the interface be branded?

Very far. Start screen, animated prompts, frames and transitions are all designed in your campaign look. The device then reads as part of the stand rather than as rental equipment.

What does the tower need on site?

A 230 V socket, roughly 2.5 by 2.5 metres of space, at least 230 centimetres of ceiling height and step-free access or a goods lift. We bring internet ourselves.

Does it work with an international audience?

Yes. The flow is guided visually, and we agree the interface language with you beforehand.