Electronic Arts’ new titles weren’t the only fresh addition to its Electronic Entertainment Expo lineup this year.
Electronic Arts’ new titles weren’t the only fresh addition to its Electronic Entertainment Expo lineup this year. In keeping with its evolving corporate brand, the video game giant also introduced a new venue for its much-anticipated, televised E3 press conference: The Shrine Expo Hall. Event producer Plumbago Productions created an open, inviting environment in the space that featured a stage surrounded by tables where guests could eat, drink and mingle, as well as mezzanine-level seating.
Lightswitch has designed EA’s press event for the past five years, including last years' show at the Shrine Auditorium. This year’s change of venue marked an important change for EA and an exciting new challenge for us. We worked with Plumbago Productions to ensure that the 2014 event was even more exciting and dynamic than ever before. With 54,000 square feet of open space and no existing stage, the expo hall tasked the design team with creating a unique and well-defined environment for the event. Plumbago designed a raised stage area that was backed by opaque, 3-D panels. We added bold, kinetic illumination that transformed the stage architecture by adding movement and animation. The event was televised and broadcast online so all lighting was designed to be as bold and impactful on camera as it was in person.
As our client’s needs evolve, so do our designs. This year EA wanted to demonstrate its company’s positive progress with a new E3 press event venue. We responded by creating a fresh, original look for the event that responded to the unique needs of the venue, broadcast well on TV, and engaged all who attended.
photography by Jeff Granbery