The Messi Experience at American Dream in East Rutherford will feature nine immersive installations, inviting fans to test their skills through interactive challenges while exploring the extraordinary journey of one of the greatest footballers in history. — Images courtesy: RYVE | AONE
By Joshua Burd
An immersive fan exhibit celebrating Leo Messi, the Argentine football icon, is coming to New Jersey thanks to a deal involving a locally based Cushman & Wakefield team.
Produced by RYVE | AONE, a FIFA-licensed sports management and entertainment agency, The Messi Experience will open at American Dream in East Rutherford this coming spring with as many as nine installations built around the global superstar. That will include interactive challenges meant to test their Messi knowledge, plus exhibits that highlight the journey to his renowned career — all of it with the Men’s World Cup coming MetLife Stadium this summer.
“I am very happy to see this project come to life and bring fans even closer to me, both on and off the field,” said Messi, currently a forward with Inter Miami. “I have always sought to inspire people through my passion for football, and this experience allows fans to relive the most unforgettable moments of my journey.”
Cushman & Wakefield’s Blake Shanaphy, Raymond Trevisan and William O’Keefe represented RYVE | AONE in the lease negotiations for The Messi Experience New York–New Jersey project.
“Bringing The Messi Experience to American Dream marks an exciting milestone for the brand’s global expansion, which is itself a true (representation) of Mr. Messi’s legacy and popularity across the world,” Shanaphy said. “Our team is proud to have partnered with RYVE | AONE for their project The Messi Experience New York New Jersey, to secure the ideal venue in the New York metro region to showcase this one-of-a-kind exhibit. American Dream’s dynamic environment and broad regional draw provides the perfect stage to engage fans and celebrate Messi’s global legacy.”
According to a description provided by RYVE | AONE, visitors will encounter holographic visuals, cinematic sound and immersive emotional storytelling. Fans will be able to step into a recreation of Messi’s childhood bedroom, explore a replica of his locker room and participate in interactive training sessions with ball-control and shooting challenges.
Guests will also have the opportunity to interact with AI-powered versions of Messi and capture an interactive selfie with the legendary athlete, while the experience will feature an exclusive merchandise store showcasing signed memorabilia and collectible items.
“The Messi Experience represents a new generation of sports entertainment, where storytelling, technology and fan engagement come together in a powerful way,” a RYVE | AONE representative said. “New York and New Jersey are among the most important global markets for football, and with the World Cup approaching in 2026, this is the perfect moment to bring this experience to fans in the United States.”
