House of Yes and Footballco Launch House of Goal Soccer Pop-Up in Brooklyn
Located in Sunset Park's Industry City, Brooklyn's House of Goal is a soccer-centric pop-up created through a partnership between nightlife venue House of Yes and media company Footballco. Jason Wagenheim, who leads Footballco in North America, collaborated with House of Yes founders Ilan Telmont and his team to develop this immersive experience ahead of the World Cup in North America. Over nine months, contributions came from House of Yes, Grey House, XUES, Footballco's global teams, and creative director Valentino Vettori. The venue features seven key themes: play, music, tech, film, style, food, and art. While daytime activities are free and family-friendly, nighttime events include DJs and performances until 3 a.m., with an expected attendance of 200,000 visitors.
Key facts
- House of Goal is a soccer pop-up in Industry City, Brooklyn.
- It is a partnership between Footballco and House of Yes.
- Jason Wagenheim leads Footballco's North America operations.
- The project took nine months to build.
- Creative director Valentino Vettori led the design.
- The experience is organized around seven pillars: play, music, tech, film, style, food, and art.
- Modelo's Match Day Market is curated by chef Akhtar Nawab.
- Jameson x KidSuper collaboration is part of the style pillar.
- House of Goal is free and all-ages by day, and a late-night party by night.
- Footballco expects 200,000 visitors.
Entities
Artists
- Valentino Vettori
- Akhtar Nawab
Institutions
- Footballco
- House of Yes
- Industry City
- Grey House
- XUES
- Modelo
- Jameson
- KidSuper
Locations
- Brooklyn
- Sunset Park
- New York City
- United States