Zeitgeist – World Cup Qatar 2022

The 2022 FIFA World Cup marked a new chapter in the history of the tournament. For the first time, the World Cup was held in the Middle East — and, for the first time in 92 years, it was played outside the traditional summer window, taking place in November and December.

For Qatar 2022, DOT explores a visual world where football meets a distinct regional culture. The official poster series, created by Qatari artist Bouthayna Al Muftah, drew on collective memory, local traditions and the rituals of football fandom. Traditional headwear, celebration and movement became recurring visual elements, creating an identity rooted in Qatar while addressing a global audience.

The tournament also marked an important moment for the role of women in football. For the first time in men’s World Cup history, female referees took charge of matches, with Stéphanie Frappart becoming the first woman to referee a World Cup match. It was another sign of a game continuing to change both on and off the pitch.

On the pitch, the tournament produced one of the most dramatic finals in World Cup history. Argentina and France played out a 3–3 draw after extra time before Argentina won on penalties, with Lionel Messi finally lifting the trophy that had eluded him throughout his career. At the same time, Morocco made history by becoming the first African and first Arab nation to reach a World Cup semi-final.

Through its reconstruction of the period’s visual language, DOT brings Qatar 2022 back into focus — a World Cup where football, culture, identity and change met on an increasingly global stage.