Create a premium environment which offers visitors sanctuary & calmness
The leaders in sports betting, Kambi, were looking for a partner to help them create a stand experience at ICE which really stood apart from the rest of the event. ICE is the world’s leading International Gaming and Gambling event and takes over the whole of ExCel, each Febuary, bringing all the associated noise and hustle and bustle that you’d expect when Las Vegas comes to London! Kambi wanted to create a premium environment which took visitors away from the buzz, offering them sanctuary and calmness and thereby creating an impactful change of pace as visitors entered their stand space. As the video and sound were so central to their vision of creating an immersive space, they asked us to take the lead not just on the technical aspects but also on how the design of the stand could best achieve their objectives.
Created a 180 degree cinematic experience
We worked closely with the stand designer, advising on the most appropriate way to use the space to create a cinematic experience. Rather than creating separate entrance and exits to the cinema area we suggested instead using one entrance with a baffle wall which would act as a visual barrier and sound dampener and allow visitors to flow into the space one side of the wall and out the other side. Inside the cinema, we created a massive 32 panel curved wall using NEC seamless panels. The wall stretched from floor to ceiling and the curvature meant that it created a 180 degree full peripheral vision screen, so it felt like it completely surrounded you.
A video played with sound, before visitors were plunged into darkness with only a voice-over surrounding them in the space. The video and voiceover really captured people’s interest and many visitors stayed to watch and listen two or three times, space and time almost suspended in the unique, calm oasis.
Ahead of the show, we replicated the onsite conditions in our warehouse to complete a full dry-run test of the content to ensure no glitches and maximum impact.
On the external walls, DB Pixelhouse provided their Fusion technology, which meant that the sales team could pick up an iPad which housed an inventory of marketing collateral and additional information, and “fling” the required bit of content onto the big screens, to be able to discuss more easily with a group of people.