Sometimes being square is a good thing. When CommonGround marketing needed to develop and execute two large scale disruptive experiential environments for a series of new product brand activations in New York and Chicago, they turned to Entech Creative.
For this process, Entech first developed a series of mood boards for the event, playing off the demographic and target research for the new product launch. These mood boards led to further research of the concepting of the interior and exterior of the disruptive environment. Some initial structural designs included roofs pitched at odd angles and vibrant colors. Discussions and further development, however, led to the simple “CUBE” structure as the most striking and disruptive.
While our engineering team set to work figuring wind loads, assembly time, and packing requirements, our in house team of designers set about constructing a space that would incorporate all the elements that the customer wanted to include: Plasma TV’s, dj booth, sampling station, lounge chairs, and more. With a fully tricked out interior designed, sourced, and priced to budget, the big blow to the project came on the news that the budget had been cut significantly.
Fortunately, Entech engineers and designers are knoweledgable in scalability and value engineering. Within a few days, the entire campaign was redesigned to fit with the new budget, retaining the most important key elements; namley the striking shape and size as well and clean interior elements.
Each cube is a 24’ x 24’ x 15’ high custom made structure that can be easily assembled, stored, or shipped for eye catching duty at the next promotional event.
We’re proud of all of our projects, and pleased to present the Sprite Brand Activation cubes as an example of creative thinking, time sensitivity, value engineering, and ultimately delivering an experience mechanism to help achieve our customer’s goals.
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