We have been designing and building experiential space for Alienware, Dell and more recently Dell Gaming for the last 5 years, both direct and through media agencies.
The brief for Gamescom was to design and build two spaces at the event, one in the main consumer area, Business to Consumer (B2C) and one in the trade area, Business to Business of the show.
The brands must be separate, but also be aligned onto the same space, the space must be split equally with each showing new products, new lines and new features. Dell and Alienware partner with various component manufacturers, like Intel, AMD, Windows as well as peripheral manufacturers like Tobii, Roccat, and Oculus, these must also be included within the branding.
In addition to incorporating the various brands and products, we also had to include the following onto the B2C Space.
– Live Stage Area for 5 v 5 gaming incorporating sound and vision, whilst at the same time giving the audience a clear view of product and content.
– Live Streaming areas for You Tubers to play and game and interact with the public
– A Mixed Virtual Reality Area with chromatic green screen to put virtual players in the game and give the audience a feel of what that experience is like.
– A streaming studio for Dell TV to run interviews that would be shown on their internet channels.
– Accessory zone to show off new Alienware accessories including backpacks, new monitors and keyboards and mice.
– All systems would need to be live and connected to the internet.
Our challenge was to show all the facets of business, meet strict branding guidelines between all the partners and deliver something that was both functional, exciting and beautiful.
Through a close relationship with our client, daily contact, revision upon revision we finally came up with a design that ticked all the boxes. And with countless hours in both design and the workshop, three articulated lorries, almost a mile of electrical cabling the end results speak for themselves.