Unity Loop - The Unity Loop is a 4.25-mile route connecting 168 must-see stops across 10 downtown Seattle neighborhoods, created to help visitors and locals discover small businesses, public art, cultural attractions and more beyond the stadium.
Get in the Loop
SeattleFWC26 spent more than a year working with neighborhood leaders to build the Unity Loop, connecting 168 places across 10 downtown neighborhoods. From Pioneer Square and the Chinatown-International District to Belltown, Capitol Hill and the Central District, the route gave fans a reason to wander.
Visitors could walk, roll or take transit through the Loop using a printed map, digital tools or the glowing SEA Beacons placed along the way. The map welcomed visitors in 11 languages, included a direct link to AccessMap and featured original Indigenous names for local bodies of water.
Open Source & Accessible
Gensler Seattle created the Unity Loop brand around a continuous looping line that formed both a “U” and an “L.” That visual language carried across maps, posters, postcards, storefronts and other materials throughout downtown.
An open-source toolkit made the brand available to local businesses, nonprofits and cultural organizations at no cost. Participation could be as simple as printing a poster and putting it in the window.
SeattleFWC26 thanks the outstanding team at Gensler Seattle for creating the Unity Loop brand.
Connection with Staying Power
The Unity Loop brought together neighborhood destinations and several SeattleFWC26 Legacy projects, including SEA Beacons, SEA&WIN, Selfless Stations and public art across the city.
It was built for the World Cup, but not limited to it. The route and its brand can continue to evolve with Seattle, offering future visitors another way to get out, explore and Get in the Loop.
Related Legacy Projects
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Corridor of Nations
Corridor of Nations
Flags and artwork transformed the Seattle Center Monorail route into a moving welcome to the nations, communities and people who came together for the FIFA World Cup.
Summer of Reuse
Summer of Reuse
Reusable cups, dishes and serviceware replaced more than 20,000 disposable items at World Cup celebrations and community events while helping Seattle test a system that can be used again.
New, World-Class Fields
New, World-Class Fields
FIFA World Cup preparation helped accelerate new and improved soccer facilities at the University of Washington and Seattle University, creating permanent investments in collegiate athletics and the region’s ability to host future competition.