Seven immersive gaming worlds
Transforming a digital world into something you can see and touch, without compromising any of the authenticity is no small task. The design team spent months perfecting each detail of the seven gaming worlds and sourced reclaimed and specialist materials to deliver an experience that fans would recognise as the gaming environments they know and love.
The entrance of each zone was more than a door or a gap in the wall. A glowing, stone-carved portal to an alien world or a 1960s San Francisco townhouse with flames visible through the smashed windows, tempted visitors to see what was inside. We gave fans a taste of each game before they were plunged into to an immersive 3D world.
award-winning instant visual impact
- Live broadcast studio elevated above show floor
- Over 170 square metres of digital LED
- Professional wrestling ring
- VIP area with panoramic view
- 3D models with staging and smoke effects
- Dynamic lighting sequences synchronised with LED screens
- 129 gaming stations across seven different gaming zones
- Picnic area with vending tricycle
- Stage for gaming play-offs and giveaways
consumer engagement and interaction
Tens of thousands of fans flocked to the booth during the show. We created a huge dramatic build-up for the live events by using programmed moving light sequences coordinated with the tilted overhead screens. The booth also featured a live broadcast studio looking out across the show to engage a much wider audience of fans online as well as at the show.
Europe’s first All Elite Wrestling (AEW) match drove massive audience participation and huge viewing numbers on the live stream online. There was also a stage with two gaming stations where superfans and influencers went head-to-head in live gaming shows, as well as hosting giveaways and audience participation events.
Sustainable design
We totally rethought the shape and design of this booth to save over 500 square metres of platform flooring and carpeting. The booth was designed around a central control room and detailed technical knowledge of the venue meant we could use underfloor access to supply power to each area without floor-level cabling. Carpet is one of the most difficult elements to repurpose or recycle so this was an important step forward.
The build also used reclaimed materials wherever possible and all build structures containing timber were returned to the factory to be reused or chipped to produce boarding for future work. Bespoke built elements, fixtures and models are stored for reuse.
