BRIEF
Having celebrated 20 years in the gaming industry, Microsoft asked Spark to create permanent museum-style Xbox exhibits to feature in their London and New York Experience Centres. This project would provide a rare opportunity for gamers to get closer to the much loved entertainment brand.
SOLUTION
We started by encasing the original chrome Xbox prototype within a freestanding podium, allowing for 360º views and photo ops. Four generations of consoles were showcased in an interactive display, allowing fans to uncover secrets through sketches, code names, and rare artifacts in time-capsule drawers. Light rings, dynamic edges, perforations - the entire display was designed to echo details from the consoles themselves, shrouded in 9ft housings inspired by retro arcade cabinets.
IMPACT
The customer response was overwhelmingly positive, with many expressing their admiration for the design and their desire to interact with the products on display. The project also garnered attention on social, further cementing our client's reputation as an innovative and cutting-edge brand.
20 YEARS OF XBOX:
INTERACTIVE EXHIBITION
Brand Strategy
Retail Design
Experiential
Fabrication & Installation
Project Management
