When Wargaming Europe SAS asked The Trade Group to design its exhibit for Gamescom 2015 in Cologne, Germany, the design team immersed itself in the 1940s, World War II era that serves as the backdrop for its trilogy of warfare games.
The team’s stylized approach to the exhibit design, combined with the integration of high-tech effects, motion graphics and a host of interactive and experiential components paid off. Not only was the Wargaming booth a highly sought after destination at Gamescom, Exhibitor Magazine chose the exhibit as its Silver International Exhibit Design Award winner for 2015.
At previous Gamescom shows, Wargaming – which is best known for its popular online games World of Tanks, World of Warplanes and World of Warships – typically focused on one game. For 2015, the game developer wanted to feature all three games as well as a few of its other products.
A WWII Topographical Map Inspired the Design
The design team researched different aspects of the mid-century, World War II era, and they were taken by images of soldiers huddled over topographical maps to chart their plan of attack.
To integrate the topographical map and achieve a 3-D feel for the 79’ x 98’ exhibit, the designers included the following features in the booth:
- Colored, LED-lighted layers with motion graphics. Lighted layers of LED lighting nestled behind frosted acrylic were programmed to deliver digital messaging and change colors. These layers alternated with black, tension fabric covered hard construction layers on both the inner and outer walls.
- Curved interior walls. To bring the interior of the exhibit to life in 3-D, the design featured graduated walls with compound curves. No flat walls were used inside the booth space.
- Topographical map on the floor. LED lights were embedded into black laminate flooring and covered with frosted acrylic.
- Lighted logos on walls and floor. Dimensional, underlit logos were featured on exterior walls and the logo was also projected on the floor.
The floor plan also accommodated space behind the scenes for meeting rooms, staff break rooms, large audio visual (A/V) rooms where the technicians could control video feeds and lighting, as well as space for storage.
Interactive and Experiential Elements Wowed Guests
Clearly, the main traffic drivers to the Wargaming booth are the games themselves. However, Wargaming is also known for putting on a great show throughout its space, so accommodating both game stations and entertainment acts, as well as live streaming broadcasters and assorted presentations was key.
To provide the optimum experience, the design team also worked hard to ensure visitors could view the entertainment and digital content regardless of where they were standing in the booth. So if you were waiting in a cue line to play a game or standing in front of one of the multiple stages – you wouldn’t miss out on a thing.
The design included multiple interactive and experiential elements to accomplish this goal. These included:
- Fifty (50) gaming stations with carefully planned cue lines. The design included separate cue lines for the different games and experiences.
- Multiple LED walls delivering digital content non-stop. LED walls were positioned on every wall inside and out to keep guests engaged.
- Motion graphics. Motion graphics were featured on the grid of horizontal stripes throughout the exhibit. Two different video feeds were used, one geared toward World of Tanks – using earth tones – and one geared toward World of Warships – using blues and greens. The color scheme was programmed to change based on what activity was happening on stage.
- Four (4) stages (1 main, 3 sub-stages). Guests could view Wargaming’s famous choreographed dance shows, a drum musical group, presentations by developers and special guests, broadcasters live streaming and more.
Experienced International Resources Helped Ensure Success Overseas
When executing an international exhibit project, it’s essential to tap into reliable service providers in the region. These connections helped ensure the Wargaming exhibit and experience would be executed on time and on budget.
While The Trade Group handles all of the exhibit design for international shows here in the U.S., we’re also a member of OSPI, an elite network of 150 service providers across the globe. This arrangement allows us to seamlessly coordinate all details pertaining to international exhibitions like Gamescom and others.
To learn more about the domestic and international exhibit design services provided by The Trade Group, give us a call at 800-343-2005.
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