A physical relic. A digital memory. A future-facing fan experience.

QPR has never treated football as just a sport. It’s a living history shaped by fans, moments, and matchday ritual. Through Web3, that legacy begins a new chapter, one rooted in both innovation and memory.

Barbitta was engaged to develop The Big Pitch: Turf Activation. A hybrid collectible linking physical artifact with digital experience. The project marks the replacement it’s home ground, Loftus Road pitch, one of the most storied surfaces in English football. For fans, it’s not just turf. It’s history.

In 1981, Loftus Road became the first stadium in British professional football to install an artificial Omniturf surface. That innovation marked a cultural shift. Now, decades later, with the stadium’s natural turf recently removed and preserved, a new moment has been created, a limited edition release of 200 resin-encased turf collectibles, each linked via NFT to a unique story from the pitch.

Barbitta helped shape the visual identity, product design language, narrative system to enhance the user journey. Each collectible becomes a physical object and a digital portal, linking to match highlights, goal stories, or player moments that happened right on that square of earth.

Guided by the Meaning, Story, and System tiles of the Barbitta Mosaic™, the brand experience blends memory and materiality. Packaging, QR integration, and visual storytelling were all designed to feel premium, authentic, and fan-first.