Case Study | Twitch
Twitch 2015 PAX 50×50 Custom Exhibit
Elevating the Brand + At-Show and Digital Experiences
As the world’s leading video platform and community for gamers, Twitch enjoys a longstanding relationship with Penny Arcade and has been a constant fixture at PAX gaming shows since PAX Prime launched in 2004. Twitch also strives to connect its Broadcaster partners (their “rock stars”) with their fans at every turn (at shows and online), while promoting the company’s brand.
Amy Brady, Twitch Director of Global Events
“At Twitch, our event presence is very important to us, and our brand is very unique.”
WHAT TWITCH ASKED US TO DO
Twitch asked The Trade Group to design a 50×50 custom exhibit that would target four key objectives:
HOW WE DID IT
Mike Fehlauer, Penny Arcade VP of Sales
“It’s like The Trade Group recreated New York’s hottest club. Anytime attendees can sit down and hang out with their peers and the people they
came to see – I love it.”
The 2015 Twitch exhibit design was the result of a highly collaborative process between The Trade Group and the client. Together, we were able to nail the brand’s angular and faceted style and other key brand elements. Our designers and engineers accomplished this by angling walls, using beveled features and incorporating Twitch’s purples and whites into the graphics and custom furnishings.
To kick the Twitch Broadcast experience up a notch, we created two unique stages, one for shoutcasting and one for interviews. The floor plan also included an expanded production room to help Broadcast producers deliver better quality digital content to online gamers and fans, who are unable to attend PAX events in person.
Attendees won’t have trouble finding the Twitch booth at PAX events, thanks to a massive, glowing, hanging sign and a 23-foot diagonal canted LED screen bursting with Broadcast content. We also carefully planned cue lines around the exhibit to improve traffic flow near gaming and autograph signing spaces. Better visibility throughout the exhibit now brings fans closer to Twitch Broadcasters and improves the overall attendee experience.
The Twitch 2015 exhibit design really hit a home run with its VIP spaces. We designed a beautiful VIP lounge with custom, white leather furniture and multiple seating areas where VIPs can kick back and relax. To ensure Twitch executives could conduct business in style, the new design expanded the meeting space to two rooms. Finally, the design added a dedicated autograph signing area adjacent to the lounge where Twitch Broadcasters can connect with fans face-to-face.