A big part of the festival is the retail zone. Here all the biggest retailers, development studios and manufacturers pitch up to sell and show off their newest tech. At EPH Studios we understood that it was key to this project that Game made a statement, ‘WE ARE THE UK GAMING RETAILER’. The result had to be impressive and innovative. This was a celebration of Game and Multiplay, people had to look at it and feel blown away. The pop-up exhibition stand would then be used for the next 3 years, travelling the UK and appearing at various gaming festivals.
The project came to EPH Studios from Multiplay. We have a great relationship with them due to our year on year growing success with the annual event RuneFest, as well as Event Prop Hire helping them with prior Insomnia festivals. They came to us with the initial idea of an island with a nautical theme and their trust in EPH Studios allowed us to really push the boundaries. One challenge was how to take Game’s exhibition area and make it stand out, like really stand out. They already had the biggest plot right in the centre of the retail exhibition zone. This would follow most exhibition style events with a sea of shell scheme, graphic heavy, pop-up stands. In this we found the hidden potential.