Nintendo E3 2013

Always a major Electronic Entertainment Expo destination, the Nintendo booth dominated the show this year with a booth that was 30 percent larger than its 2012 exhibit. The enlarged booth meant more space for visitors to try new games, meet their favorite characters and even win some swag.

Lightswitch and other long-time Nintendo collaborators, including event producer Ralph Miller and exhibit designer Kevin West, took the existing exhibit concept to the next level, adding more color and animation to the design. Brilliant, kinetic LED lighting was integrated with static graphics, branding and the audio soundtrack to create an immersive sensory experience. Lightswitch painted the booth’s grand, white fabric structures with moving, color-changing light. Within the dynamic surroundings, visitors could play the newest games and take photos with characters at six individual game zones, which were illuminated with theatrical lighting that coordinated with the exhibit’s audio design. A seventh zone featured a giveaway station where guests competed in Nintendo games to win prizes and a giant prize wheel that triggered lighting effects when spun.

Over the many years collaborating on Nintendo’s E3 environments, Lightswitch has helped develop a signature branded look and feel that differentiates Nintendo from its competition. But that doesn’t mean we don’t continue to innovate. This year’s booth offered visitors a bigger, better and more immersive experience. What’s more, we increased our use of LEDs, and relied heavily on the use of automated fixtures that lightened the load of the booth both in terms of energy use and weight requirements, while giving our clients the flexibility to make last minute adjustments. This continued drive to improve and innovate resulted in the best integration and execution of the Nintendo E3 experience yet. Photography by Jeff Granbery