How does the studio design engage fans watching from outside?

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The glass cube design in Times Square draws outside fans by giving them a clear, crowd-attracting view of the games and the watchers inside.

Austin Franklin and Kevin Akoto watch all 104 World Cup games from a temporary fishbowl studio in the heart of Manhattan’s Times Square, built with glass walls on three sides. Fans gather directly around the cube to watch the action on two 85-inch TVs, while they can also see the pair lounge on sofas inside. The studio’s location and physical setup in the plaza area make it easy for passers-by to stop and join the crowd.
Fans can watch the games through glass walls on three sides
Outside viewers are pulled in because the studio is designed like an enclosure with glass walls on three sides, so the games and the people inside are visible. With two 85-inch TVs playing the matches, the viewing experience is not limited to the watchers inside the studio. This open, visible layout helps explain why enthusiastic fans crowd around the cube.
The plaza setting concentrates crowds around the cube
The studio sits in Times Square, so the cube is placed where fans are already gathering during the tournament. The setup is described as being in the heart of Manhattan’s Times Square, with the plaza area around the box drawing attention. There is even an example of “hundreds” of Brazil fans crowding the plaza in front of their enclosure.
Inside the cube, lounge seating and football-themed decor create an eye-catching scene
Franklin and Akoto lounge on sofas inside while games run on the TVs, which gives outside fans more than just a screen to look at. The studio also includes a foosball table, a small table and stools, and an astroturf rug, adding a casual, interactive feel visible through the glass. Walls adorned with colourful scarves of national teams further reinforce a match-day atmosphere.
Distractions inside help keep engagement going when breaks happen
The studio is equipped with distractions such as an Ultimate Football Quiz and a deck of Uno cards if hydration breaks, video reviews, or half-time shows lag. While outside fans are drawn to the glass cube and the plaza area in front of it, these in-cube activities are part of how the environment stays entertaining during downtime. This keeps the enclosure active even when the main match action is paused.

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How does the studio design engage fans watching from outside?

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