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Situation
In its seventh year of participation at the Electronic Entertainment Expo (E3), Vivendi Games, a global developer, publisher and distributor of interactive entertainment, was looking to attract three target markets (press, licensors, retailers) by improving the overall look and feel of their 100' x 120' booth.  In previous years, the space was overcrowded, lacking a productive, natural flow.  EWI Worldwide designers were to create a more open, inviting space that would engage visitors in video game demonstrations and exclusive product presentations. 

Also key to this new design was branding.  Vivendi's high-profile publishing labels (Blizzard and Sierra) were to be prominently showcased, while multiple game titles were also to receive significant placement beneath the appropriate label.  Ultimately, Vivendi wanted an exhibit that would stand above its fierce competition and create buzz around its games.

Solution
We tackled the branding challenge by drawing on our marketing experience with tier one brands.  Large corporate and divisional brand signage was purposely placed so that visitors standing anywhere on the show floor could easily find Vivendi and once in the exhibit, immediately recognize it's well-known gaming labels as well as its "hot ticket" games. In collaboration with Vivendi's creative team, we developed a more natural, productive flow for visitors by creating a central hub around the registration counter and dividing the surrounding space into sections, designated exclusively for each publishing label.  Designers strategically chose a centrally located red-colored wall for its strong and effective nature of pulling elements together.

Beyond the subtleties of free-flowing space and graphic placement were the larger-than-life sculptures and grand theaters built exclusively for sneak peak presentations.  Al Pacino fans recognized the theater for the Scarface video game preview as a recreation of the mansion featured in the infamous last scene of Scarface, the movie.  In coordination with the film studio, the Eragon movie trailer debuted exclusively at the Vivendi exhibit and was incorporated into the video game presentation.  We capitalized on this E3 first by designing and building a second theater with an extra 10x20 VIP area.

Results
Vivendi told us that this was the best show in their seven years at the Electronic Entertainment Expo.  The space proved to be very functional and attractive for visitors of all levels.  From the licensors and retailers to the targeted press, gaming stations were packed with people, creating just the buzz Vivendi needed.  Additionally, the booth design successfully integrated Vivendi's gaming titles, publishing labels and hierarchy of promotional needs without compromising its corporate identity.  The rich colors, custom theaters and captivating sculptures lured people to the space successfully setting Vivendi apart from its show floor competition.