Nintendo E3 2011

Nintendo’s new exhibit for the E3 Expo took the radical approach of completely enclosing the environment in order to create anticipation for exhibit goers as they waited to get in, and then to deliver a totally immersive branded experience inside.

Lightswitch once again collaborated with Ralph Miller Productions and Kwest Design Studios to illuminate and activate both the interior and exterior of the Nintendo exhibit. Faced with the usual challenges of the Los Angeles Convention Center, we specified a predominantly LED-based lighting system throughout. The exterior was approached as an architectural façade, with color-changing fixtures embedded in the fabric walls, while the interior took on a much more active energy with an elaborate system of moving lights projecting patterns and animation on the interior walls as well as the gaming floor. More color-changing LED lighting was positioned around the perimeter walls as well as behind individual game stations, bringing the lighting effect to a personal level for the audience. The entire interior lighting system was programmed to sync with the multimedia show that played out on various screens around the exhibit.

The fortress-like exterior dominated the show floor both in scale, as well as its dominant illuminated quality. You couldn’t walk within the exhibit hall without seeing it in your peripheral vision somehow. Queues to get in circled the 15,000 square foot exhibit resulting in a 60+ minute wait standing up against the animated façade. Once inside, the cacophony of the E3 show floor disappeared and the audience’s senses were completely immersed in Nintendo. The entire environment changed tone, color and energy based on the various brand and product modules of the multimedia show. Once again, Nintendo conveyed it’s industry dominance and unique brand character through a comprehensive environmental experience.