Qatar 2022 Legacy: Journeys to Greatness – Cultural Mediation Program
A vibrant cultural mediation program that transformed a traveling exhibition into a direct bridge toward Mexico's upcoming 2026 World Cup.
At Trama, we took on the challenge of activating the exhibition in Mexico to ensure it wasn't just another international stop. We designed, produced, and led a comprehensive mediation program structured into distinct formats tailored to different audience profiles (guided tours, educational workshops, storytelling sessions, and family workshops). Each instance used the Qatar 2022 archive as a mirror reflecting the process Mexico is currently experiencing on the threshold of hosting in 2026. To sustain that connection, we developed proprietary materials (reflection postcards, design activities, and the "World Cup Mission" brochure) and trained a team of five mediators over eight continuous weeks.
Client
Qatar Museums – Years of Culture
Location
Mexico City, Mexico
Duration
June–August 2026
Attendees
5,305 visitors over 8 weeks
Activities
58 special activities · 38 guided tours · 10 educational workshops · 5 storytelling sessions · 2 family workshops
Team
5 mediators + 1 coordinator, continuously on-site
Partnership
Qatar Museums / Years of Culture and Centro de Cultura Digital (CCD)
Editorial Coverage
Grupo Milenio
However, the impact extended far beyond the traditional tour. We activated deep-impact experiences, such as the workshop with young girls from CAHONI to explore identity and representation, while the postcard wall became a spontaneous interactive landmark that kept visitors engaged long after their tour ended.
The result was a living conversation that drew 5,305 visitors, 58 special activities, and 244 participants in educational workshops, positioning the project as a milestone for community impact with media validation from outlets such as Grupo Milenio.
