casestudy - EWI Worldwide

C A S E
CLI E NT:
VIVE N DI U N IVE RSAL GAM ES
P R O J E CT / S H O W :
S T U D Y
E LECTRON IC E NTE RTAI N M E NT EXPO (E3)
Vivendi partnered with Exhibit Works to design and install a new display for the Electronic Entertainment Expo
(E3) setting an overall objective to improve the look and feel of the exhibit and create buzz around their new
games. As a result, Vivendi experienced its most successful E3 show yet.
S I T U AT I O N
In its seventh year of participation at the Electronic Entertainment Expo
(E3), Vivendi Universal 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. Exhibit Works was 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.
SOLUTIONS
Exhibit Works tackled the branding challenge by drawing on its 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, Exhibit Works 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 peek 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. Exhibit
Works capitalized on this E3 first by designing and building a second
theater with an extra 10 x 20 VIP area.
R E S U LT S
Vivendi told Exhibit Works 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.
PROGRAM RESPONSIBILITIES
> 3D Environmental Design
> Engineering
> Fabrication / Refurb
> Turnkey Event Services & Logistics
> Graphic Production
> Brand Messaging
> Space Planning
TRADESHOW
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AUTOSHOW
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EVE NTS
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MUSEUM
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MOBILE
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INTERIORS
Exhibit Works connects people and brands through the development of
face-to-face marketing programs that are regional, national and international
i n s c o p e . We u s e g r e a t d e s i g n t o b r e a k t h r o u g h t h e c l u t t e r a n d c a p t u r e
the essence of your story. All the while, we never lose sight of the need to
execute flawlessly.
For more than 25 years, we have worked as an experienced and full-service
partner to a diverse and growing group of customers.
Exhibits. Events. Experiences.
EXHIBIT WORKS, INC.
1.800.875.5250
www.ExhibitWorks.com
DETROIT
CH ICAGO
LO S AN G E L E S
SHANGHAI
13211 Merriman Rd.
5 5 0 Wa r re n v i l l e R d .
19531 Pauling
Suite 1103, Zhao Feng Plaza
Livonia, MI 48150
Suite 200
Foothill Ranch, CA 92610
1027 Chang Ning Road
734.525.9010
Lisle, IL 60532
949.614.7100
Shanghai, 200050
China 86.2152415566
630.241.1044
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