Campaign: #DellExperience at CES
Client: Dell Technologies
Partner: Lacy Maxwell Productions
Executing a design that’s exciting enough to lure visitors on the Las Vegas Strip—a street that’s pretty much all about exciting designs meant to lure visitors? That’s a tall order. Dell accomplished it, and then some, with its #DellExperience at CES.
The brand took over the Sugarcane bar and grill inside the Venetian Las Vegas and, in less than 30 hours, turned the 2,500-square-foot space into a high-end, future-forward environment meant to show off a wide array of Dell products, including a half-dozen newly launched computers and monitors. The signature design element was a 25-foot-wide curvilinear lightbox entry, which created a clear passageway from the familiar Vegas mallscape to a bespoke, handcrafted aesthetic.
Inside, individual display areas took on the feel of the products they were showing off: on-brand lighting illuminated hexagonal window treatments and custom-fabricated acrylic alien head graphics for the Alienware space, for example, mimicking the look of gamer keyboard backlighting. An artful arrangement of computer screens against a dark wood façade highlighted Dell monitors. And a stunning hologram gave a gee-whiz view of a new Latitude desktop.
In all, more than 7,000 visitors and 63,000 livestream viewers got to experience the space, generating 119,000 engagements and 28,000 social media mentions.