Toshiba - Gamescom & IFA

“Gaming attracts – when it happens live. And that’s how technology
becomes passion.”

Project Managers Toshiba: Timea Vasas and Alexander Frohnert

We prepared exhibits for the technology group Toshiba at two trade shows: The IFA in Berlin and Gamescom in Cologne. Since they were aimed at different target groups, two exhibits with very different looks and feel were required. While the IFA is all about data storage technology, Gamescom focuses on expertise in game design. The common feature is the company’s leading technology – but that shouldn’t be too obvious.

Trade Exhibit Toshiba

The focus is on individual experience, especially at Gamescom, where powerful technology was fully integrated with exhibit elements in an exhibit that was held in a red hue. The exhibit was very well attended. The eye-catcher on this stand was an “arena” where game heroes dueled for hours in live gaming sessions.

Every square millimeter of the stand was futuristic – with colored LED lighting in the display cases, precisely placed graphics, sophisticated sound reinforcement and an 85-inch monitor precisely fitted in the wall. The duels were contested by eSports teams with a professional announcer as commentator. There was no room for slack or errors in this exhibit – which is why it was discretely attended to by on-site technicians.

At the IFA the focus was on the performance of image memories. The challenge in this case was to stage the products (mainly SD cards) in such a way that performance and innovation could be experienced directly, despite their small size.

A futuristic setting was also called for here. We created a sophisticated presentation with gravity effects to keep elements floating in air though the use of magnets.

A hype box, which is a closed cube with transparent tough screen, was also used. An interactive video presentation was shown on a high-resolution display. We covered the walls with high-quality motif prints that were interspersed with LED screens behind which the meeting spaces for customers were located.

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