Google CES • An Experiential Space Combining Strategy and Design to Bring the Brand Experience to Life at CES 2024
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Case Study
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Standing out at the biggest tech event of the year.
As a leading technology company, Google is known for its innovative solutions that ease the lives of millions by blending simplicity with cutting-edge technology. However, CES 2024 posed a challenge: how could Google distinguish the latest features of the Android mobile operating system within a sea of futuristic concepts and cutting-edge technology?
To address this, we designed a temporary, ambitious 18,000-square-foot interactive space that encapsulated the open and connected ethos of Google and Android. The centerpiece of this space was a custom, eye-catching, 80-foot overhead canopy—the first of its kind at CES—under which attendees could immerse themselves in Android’s new features through 15 analog-inspired interactive experiences stationed across four seamlessly connected substructures, each underscoring the brand's latest offerings in an intuitive manner.
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Breaking the norm with strategic insight and brand storytelling.
Google has historically adopted a minimalist approach at CES, which we saw fit to disrupt by taking visitors on an immersive journey that reflected a “choose your own adventure” experience, letting attendees follow their own path and explore the technologies most helpful to them. Following this approach, we transformed Google's space into a visually appealing, modern-day, which served as an inviting point of entry into the exciting exploration of tech possibilities offered by Google.
Step into the cutting-edge realm of Google AI on Android, where the synergy of the latest Google and Android-powered technology unfolds.
A playful approach to product demos.
As part of the immersive experience, we focused on making Google's new features, powered by generative AI, accessible and user-friendly. We adopted a skeuomorphic design approach that connected each feature to recognizable, real-life objects and activities. For example, we turned Magic Compose—a feature that composes vibrant, stylized messages on the user’s behalf—into a postcard-making station shaped like a mail collection box. This approach encouraged visitors to interact with the technology in a familiar and natural way, promoting easy understanding and adoption of Google’s most innovative tech.
A holistic approach to experience design.
Finally, we upheld our principle of delivering excellence in craft across all facets of the project. Our vision extended across three critical areas—the physical, the digital, and the virtual—delivering a holistic brand experience. We integrated these aspects from the project's inception, ensuring a seamless fusion of all experience layers in service of the narrative we wanted to build.
Revolutionizing the brand’s presence at CES through effective experiential strategy.
Our approach to experience design—leading with strategy, making products accessible, and excellence in craft—built a potent narrative and resulted in powerful experiences that resonated with visitors. Even in an overwhelming, tech-saturated setting like CES, Google was able to effectively communicate their promise to audiences with trademark simplicity. This project not only left a lasting impact on Google's team but also fundamentally transformed the way they approached their presence at CES, inspiring more effective and impactful brand experiences.
Results
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The activation garnered 72,062 impressions
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21,714 engagements/attendees.
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Attendees spent an average of 14.06 minutes in the space.
