Paint the wall.
Walk out wearing it.

A World Cup–themed activation for Unilever, built with partner agency EPAM. Guests painted on the Graffiti+ wall, AI reshaped the art into a jersey graphic, and every guest walked out with a personalized soccer jersey — their name, their number, their piece.

In June 2026, alongside the FIFA World Cup, Graffiti+ worked with partner agency EPAM to deliver House of Fresh — a World Cup–themed brand activation for Unilever, spanning Rexona, Dove, Degree, and Dove Men+Care. Hosted at a dedicated venue in Manhattan, the six-day experience moved a wide range of influencers through a series of interactive, World Cup–inspired stations — and the Graffiti+ digital graffiti wall was the centerpiece.

The wall ran across two portrait-oriented 75-inch screens, tuned into an elevated, World Cup–themed painting experience. Guests moved through a full journey — from screen to takeaway:

1. Paint an original, World Cup–inspired design directly on the graffiti wall.
2. The finished artwork is saved and enhanced with EPAM's AI software — the guest picks from several distinct art styles.
3. Add a custom name and number to the chosen design.
4. The final artwork, name, and number print onto a real soccer jersey in a custom jersey-style font — a one-of-a-kind keepsake to wear home.

What made it a legitimate graffiti activation, not just a screen, was the people running it. Two local New York graffiti artists led the wall on-site — facilitating guests and taking live requests, from names and shapes to fully custom graffiti-style pieces. Their presence brought real street-art energy to the room and put working professional writers at the center of the experience.

Across all six days, the Graffiti+ wall was the most popular activation in the entire space, pulling consistent engagement from the influencer audience for the full run. We're proud of what House of Fresh delivered for Unilever and its brands — and we're looking forward to bringing Graffiti+ to more activations with EPAM.

Eighteen years. Six continents. One idea, done right.

For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.

Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform turns brand activations into shared canvases where writers and first-timers paint together in real time. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with brands including Unilever, Nike, Samsung, Johnson & Johnson and Dell to bring authentic, participatory experiences to audiences everywhere.

Every guest painted a piece — and walked out wearing it on a jersey with their own name and number.