Environments | Displays | Electronic Arts |

Electronic Arts - E3 exhibit 2012

Los Angeles Convention Center | 2012

The complex and layered booth design required extensive coordination and collaboration. Lightswitch partnered with booth designer Stephen Amato of Premier Displays, media designer Matt Ward of Tekamaki and content producer Arnson Communications to create the experiential space.

What It Was

It was impossible to miss EA’s spectacular exhibit booth at the 2012 Electronic Entertainment Expo. As soon as attendees entered the main South Hall entrance, they were enveloped in EA’s dynamic, media- and lighting-rich environment, where the sights, sounds and infectious energy of its eight new titles were on display.

What We Did

The complex and layered booth design required extensive coordination and collaboration. Lightswitch partnered with booth designer Stephen Amato of Premier Displays, media designer Matt Ward of Tekamaki and content producer Arnson Communications to create the experiential space. EA’s branding and media for the eight games were displayed sequentially on the booth’s media screen structures and TV screens. We added a combination of moving lights and ambient projectors on the walls and floor that saturated the booth in vibrant color and tailored the projections to the displays’ precise parameters. The unique lighting colors and effects reflected each game, including “Star Wars: The Old Republic,” which was introduced with light-saber-like yellow laser beams of light.

Why It Worked

To take EA’s booth to the next level, we looked to an unlikely source of inspiration: arena rock shows. We took our approach to large-scale performance lighting—a combination of theatrical lighting, pixel mapping and dynamic media—and implemented it on a grand scale to create one of the most impressive booths at the show. The booth’s immersive environment enabled visitors to truly experience each of EA’s new games