On a stretch of sidewalk in downtown Seattle this summer, you might notice a small vinyl marker shaped like a drop of water. Scan it with your phone, and the street will begin to shift—plants might bloom across the pavement, animals crawl or slither, water cascades, and stories unfold. Follow the next marker, and the next, and you’re moving through a different kind of FIFA World Cup experience—one that turns the city’s streets into a stage for storytelling.
As Seattle prepares to host six matches at Lumen Field, the city is investing not only in infrastructure and fan zones but also in a wide-ranging slate of public art meant to animate streets, neighborhoods, and public spaces. Through programs such as the World Cup 2026 Community Celebrations and a series of downtown activations called We Still Dream a Future, the city has funded free festivals, installations, and performances designed to reflect Seattle’s cultural breadth.
The most visible of those efforts will unfold downtown and in Pioneer Square, where large-scale projects aim to meet visitors where they already are—walking, gathering, and exploring between games. One of the most ambitious is Future Arts Way, a 2.5-mile interactive route linking Seattle Center to King Street Station. Developed by the nonprofit Future Arts, the project uses augmented reality to layer digital storytelling onto physical sites, connecting visitors to local small businesses, Coast Salish histories, and color-splashed artworks along the way.
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“This is truly an effort to bring important untold stories that have been living in this land for a very long time … back onto the land using technology,” says Future Arts executive director Yuliya Bruk.
The heart of the route is a major installation at Third Avenue and Pine Street. Titled Other Earth 2026, it combines large-scale vinyl, augmented reality experiences, and hand-painted murals to present hypnotic artwork inspired by perspectives that have traditionally been “othered.” Drawing on Coast Salish ecological knowledge, Afrofuturist design, and ethnobotanical research, the installation imagines a downtown landscape where water, plant life, and ancestral histories resurface through both physical and digital layers.
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“We want visitors and residents to see a city that feels alive with possibility—where art, culture, and community are not just on display, but are happening all around them.”—Kate Fernandez, Downtown Activations Supervisor
Elsewhere along the route, visitors encounter smaller launch points—QR-coded markers that unlock location-specific artworks and narratives. The experience can be as brief or as immersive as one chooses, whether pausing at a single stop or walking the full path through Belltown, downtown, and Pioneer Square.
“Our goal is to put things out there that leave a lasting memory and leave someone changed,” Bruk says.
Future Arts Way is just one piece of a broader downtown effort. Earlier this year, the Unity Loop mural project unveiled two gargantuan-scale works to the city’s urban core. The blue-green waves of United Currents by Seattle artist Leo Shallat now grace a wall at Spring Street and Fifth Avenue, while two young figures in grayscale leap 17 stories at 1306 Western Avenue in the United by Nature mural by Greek artist INO. Produced by Street Art for Mankind, the works are designed to reflect themes of counterculture, human rights, and civic unity, positioning Seattle as both a creative capital and a welcoming global city.
Meanwhile, just outside Lumen Field, the 9-foot-tall Vital Spirit sculpture by Gerard Tsutakawa adds another focal point. The undulating bronze (one side jagged, one side gentle) represents “the coming together of the peoples of the world,” according to Tsutakawa. It’s designed to welcome visitors while reflecting the energy and movement of the surrounding stadium district.
“We want visitors and residents to see a city that feels alive with possibility—where art, culture, and community are not just on display, but are happening all around them,” says the city’s Downtown Activations supervisor, Kate Fernandez. “Whether it’s a large-scale installation, a live performance, or a spontaneous dance workshop, the goal is for visitors to feel that they’ve stepped into a shared civic experience—one that is imaginative, welcoming, and deeply human.”
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Seeing double. A 17-story mural near Pike Place Market, United by Nature, by Greek artist INO, is part of Seattle’s public art Unity Loop, created in celebration of the 2026 FIFA World Cup.
MURAL BY INO, CURATED BY STREET ART FOR MANKIND
That same ethos carries into the many smaller, more intimate projects funded through the city’s We Still Dream a Future initiative. In Chinatown–International District, for example, writer and artist Taha Ebrahimi (author of Street Trees of Seattle) and Vanishing Seattle founder Cynthia Brothers are leading a series of free walking tours from June to September that weave together neighborhood history and urban forestry. Participants will learn about migration, displacement, and resilience through both first-person stories and the living landscape of notable trees, including what might be the largest loquat tree in the state.
“At its root, community is developed in person, locally,” Ebrahimi says. “As our city continues to grow and attract new people, we want to ensure a future that celebrates the people and places that came before us.”
That balance—between global attention and local meaning—runs through many of the projects tied to the World Cup. While the event is expected to attract hundreds of thousands of visitors to Seattle, much of the art has been designed with a longer horizon in mind.
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For Bruk, that future-facing perspective is essential. “We wanted to make sure Seattle showed up in the world’s eye as being grounded in technology that really uplifts cultural stories,” she says, “and that our community is left with something that we feel proud of afterward.”
If these efforts succeed, the legacy of the World Cup may not just be measured in attendance or revenue, but in something less tangible—how the city chose to tell its own story while the whole world was watching.
Thanks to Susan for the photo. She called to tell us about a dog stuck on the rocks off Beach Drive near Harbor West (the condos on pilings), and a crowd gathering to figure out how to rescue it from the rising tide. We were away from the desk at the time but after returning a little while later, we heard the situation mentioned on police radio, with word the dog had been rescued, so we didn’t head that way. Then late tonight Susan sent photos, explaining that the dog apparently is known to swim to those rocks and back, but for some reason got stuck this time, “until a paddle boarder and kayaker paddled out to it to coax it off the rocks and back to the shore.”
As Seattle’s month-long role as a host city for the Fifa Men’s World Cup draws to a close with a knockout match between the United States and Belgium, local match-day scenes, business boosters and media dispatches have projected an image of a sports-fueled boom town.
On match days, hordes of locals and visitors have packed the city’s waterfront and official watch parties, shattering public-transit records and buoying nearby beer sales. Local soccer-focused mainstays like the George & Dragon Pub have reported “incredible” increases in business. And, pointing to positive reporting by the Guardian and other international newspapers, Seattle’s business lobby says the city has “performed very, very well on the world stage”.
But the effects – and extent – of Seattle’s Fifa-fueled boom are murky. Some preliminary reports claim tourism volumes to the city are down year over year, struggling to outmatch the volume of visitors Seattle typically sees during its summer high season. Travel costs have spiked after the US-Israeli war on Iran, exacerbated by Fifa’s booking large tranches of hotel rooms, which created artificial scarcity for lodgings and raised prices. Many international visitors, including the city’s once-reliable base of Canadian tourists, have steered clear of Seattle since early 2025, after violent, draconian immigration enforcement and threats by Donald Trump against Canada. And, prior to today’s match, Seattle’s schedule featured many countries whose fans couldn’t attend the World Cup because of the Trump administration’s travel bans, including supporters from Iran and Senegal.
Soccer fans protesting against Iran’s current regime wave the country’s Pahlavi dynasty flag outside a bar near Seattle Stadium on 26 June. Photograph: Mathieu Lewis-Rolland/Getty Images
Pointing to these factors and confronting local economic challenges such as an ongoing wave of tech layoffs, some business owners have reported declining sales and question the cheery forecasts shared by tournament organizers prior to the World Cup. They await a final tally of the tourist volumes and benefits Fifa did or did not bring to Seattle, and wonder how the city’s economy might fare once the alleged boom subsides.
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‘They had hyped us up so much’
In early 2025, Vince Vu, owner of Anh Ơi Bake Shop, a Vietnamese American bakery, began receiving flyers and messages from consultants associated with the World Cup and city government. Seattle’s soccer stadium directly adjoins the city’s downtown core, as well as the Chinatown-International District, and draws large crowds to the area on match days. The consultants explained to Vu and other businesses in the area how they should prepare for a Fifa-induced flux of customers.
“They had hyped us up so much,” Vu said. “We had weekly meetings telling us, ‘Hey … make sure you’re going to double your staff and … double your inventory and do all this stuff, because [the World Cup is] going to be this great thing for the city.’”
The regional tourism board Visit Seattle initially forecast in 2024 that Seattle’s status as a World Cup host city would generate $929m in local economic activity; citing downturns in international travel to the US following Trump’s return to the presidency, Visit Seattle later revised its estimate to $845.6m, projecting a total count of 750,000 visitors over the course of the World Cup.
In the tournament’s opening days, Bloomberg reported that Seattle may be the only US host city to have seen a year-over-year decline in flight bookings, citing data from travel marketing platform Sojern. More recent data complicates that conclusion; Perry Cooper, a spokesperson for Seattle’s primary airport, said that Seattle has been “up in travelers” since the start of the World Cup by at least 3%, including a 4% year-over-year increase in international visitors.
Fans gather at bars before the Fifa World Cup 2026 Group D match between USA and Australia at Seattle Stadium 19 June. Photograph: Jane Gershovich/ISI Photos/Getty Images
Siddhant Bahadur, who manages more than 40 short-term rentals in Seattle, said business has been fairly flat compared with last year’s summer high season for tourism. He thinks the city’s marginal increases in travel volumes during the World Cup are a “telling sign” that tourism to the city is otherwise down due to economic and geopolitical challenges.
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“I think we lost a lot of Canadians, and I think people are worried about the economy and about what’s going on in Washington, and, oh, by the way, we’re at war,” echoed short-term rental owner Marlow Harris, who said she’s seen a 30% hit to business.
In an emailed statement, Visit Seattle’s chief business officer, Kelly Saling, said declines in international tourism since 2024 have been “partially offset” by an increase in domestic tourism, meaning the city has not seen a “drop in forecasted visitors, just a change in the mix”. Local hotels have reported mixed results, with lower occupancy rates than projected, but with large increases in revenue; Fifa booked large blocks of hotel rooms before the World Cup and released them in the weeks leading up to the tournament, generating artificial scarcity and raising prices, according to local business leaders. Saling said hotel booking data has shown “peaks and valleys” around match days, which included a new revenue record on the night preceding the 19 June match between the US and Australia.
To Vu, the World Cup’s peaks have coincided with Anh Ơi Bake Shop’s lowest sales. When the US squared off against the Socceroos, Vu’s business saw just a quarter of its normal sales. Vu said other neighborhood businesses have reported similarly disappointing results: Regular patrons have avoided the neighborhood on match days to avoid traffic, he noted, adding that sports tourists may not be interested in “culturally specific businesses”.
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Soccer fans crowd in to watch the Iran and Egypt match on a giant screen on 26 June. Photograph: Mathieu Lewis-Rolland/Getty Images
The Seattle aquarium has also reported a downturn, despite its location on Seattle’s currently sports fan-saturated waterfront. Emily Malone, a spokesperson for the aquarium, noted a “decrease in attendance” during the tournament, “particularly on match days”. The aquarium has offered promotions for visitors wearing soccer gear, as well as free programs on the waterfront. Overlook Walk, a public park situated on the roof of Seattle Aquarium’s recently constructed pavilion, has drawn large crowds during World Cup watch parties.
A mixed financial picture, but optimism that visitors will return
Scott Stulen, director and CEO of the Seattle Art Museum, began planning for the World Cup in 2024, and expected an uneven increase in footfall across its three locations. The museum’s free sculpture garden along the waterfront received new signage before the World Cup, and currently features a temporary mini-golf course designed by local artists. The sculpture garden has seen its foot traffic more than double, while visitor numbers to its downtown museum have stayed “basically flat”, as Stulen anticipated.
Some variables could not be planned in advance. Seattle’s group-stage matchups “weren’t ideal”, Stulen said, as the city missed out on fanbases that “stay a little bit longer” in host cities. Some World Cup organizers see a handful of teams – Argentina, England and France, among others – as special catalysts of economic activity, featuring dedicated fanbases with the financial means to stay longer in host cities.
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Seattle’s organizers also expected World Cup activity to “spread into the city a little bit more than it has”, though bars and restaurants are “killing it” if they’re located “in the right place”, Stulen said, framing the “positive activity” in downtown Seattle as “a win”.
US fans march together to the Seattle Stadium before the Fifa World Cup 2026 Group D match between USA and Australia on 19 June. Photograph: Jane Gershovich/ISI Photos/Getty Images
Even marginal increases in sales can make a meaningful difference for local businesses preparing to weather future economic volatility, according to Daniel Pagard, who owns the George & Dragon Pub, a local British bar known for screening Premier League games and other international matches. Recent tech layoffs have affected some locals’ finances, and businesses are beginning to note the downstream effects.
“You definitely see a lot of it when people come out,” Pagard said. “Instead of maybe getting two half English breakfasts, they’re splitting one full English, because it saves them a few bucks, and [they’re] turning down that one extra pint before they leave.”
Seattle’s business lobby hopes visitors – and major tournaments – will come back. According to Joe Nguyễn, a former lawmaker who now leads the Seattle Metropolitan Chamber of Commerce, Seattle’s business lobby hosted a trade delegation from Australia during the 19 June match, and expects some foreign direct investment to arise from that initiative. More broadly, he said Seattle has shown it is capable of hosting large-scale sports programming, and can efficiently deploy resources to accommodate large influxes of visitors.
Today’s match against Belgium may be the “craziest sporting event that Seattle’s probably ever seen”, he said. Nguyễn hopes the World Cup will bring the city closer to some of its ambitious goals.
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“Because of our remoteness in the north-west corner, people oftentimes will skip over us on their tours. Now they’ll think twice … I think the NFL will look to here to see if they should have some games, [and] I think this is helpful for us bringing back a basketball team,” he said.
