Innovation at Play
Branding/Branded Environment

Creating the 'Wow Factor.'

To break through the noise and clearly signal the unity of the combined organizations, following their merger, IGT needed a way to showcase its breadth of product and create buzz at Global Gaming Expo (G2E) the gaming industry’s largest trade event. Multi-media served as the primary driver within the branded, 25,000-square-foot environment that featured large statement pieces like a 300-foot-long curved screen and smaller standouts such as the 30-foot-tall LED tile chandeliers. Each element was designed to grab attention, promote engagement and start conversations about IGT’s innovative products.

The environment combined high-tech and fresh contemporary design to evoke an upscale yet inviting feel. Distinct environments were architected to distinguish featured product and hospitality spaces from performance and stunt areas.