DUAL PURPOSE GAMING STATION

Alienware and dell gaming

We were approached to design and build a stand for one of the biggest retail expos of the year, located in Oslo, Norway. On top of that, they wanted as much of the stand as possible to be modular, so that it could be reused as an installation in a retail store. With just a 3 month lead time, to design, build, ship and deploy the stand.

The design of the stand was modelled on Alienware products, and comprised a series of custom built display desks, integrating RGB LEDs, and backlit Alienware logos. The stand was fabricated from scratch, and even finished in a professional paint shop, to achieve a hyper glossy supercar finish. The entire stand was shipped to Norway, and built for the expo, with giveaways and pick’n’mix helping to attract footfall to stand.

Alienware training exhibition for Elkjop employees in Oslo

experiential
Shop activation

I’ve always hated researching new gaming products, because there a lot of details and specification that doesn’t make much sense to me. We were given the opportunity to pitch for and then later install the new Alienware and Dell Gaming space in a Elkjop shop in Oslo. We looked at this a opportunity to showcase more than just a product on a shelf section in the shop. We wanted to create a space, were the customers could test the equipment in store and figure out what gaming setup works best for them when playing there favourite games.

This shop activation was also the first time in Europe that Alienware had done an in-store installation. They had previously created large installations in the US, and this was an opportunity to make Alienware a house hold name in Europe, with plans to do more installations like this across France and the UK.

This project was one of my first installations outside the UK. You wouldn’t believe how excited I was after we wont the pitch. I’ve always absolutely loved gaming, and have a few of my own Alienware products at home.

For this project, I first mapped out the two separate floor plans and potential paths, to find what similarities aligned between the two plans. We were working to a single budget for the two projects, so designing and building furniture that would work in both spaces was crucial.

I designed both stands in Cinema 4D, with mapped plans for brandable spaces. Once the layouts were approved, I designed all the stand branding, print and digital collateral in-line with the Alienware and Dell Gaming guidelines; working with the US team for the approval.