Design and development
of an immersive
brand experience
The Internationale Funkausstellung (IFA) is the world's leading trade show for consumer electronics. The brief was to create one seamless Philips experience across all interactions at the Philips Booth at IFA 2019.
As creative lead, I worked on the overarching concept, mapped out multiple user experience flows and developed the Philips home creative. I partnered with agencies to create and orchestrate the design elements and experiences, overseeing the consumer hall, dealer hall, retail spaces, press event, and digital and online content design.
Set design, colour palette, props and navigation
I wanted an open plan and inviting environment that drew visitors into the space and enabled them to roam from room to room easily. The design was modern, clean and fresh, with hints of a family home.
I chose textures and materials that highlighted and added environmental context for props. Modern and straightforward furniture created depth. As an undertone, I used neutral tones throughout the space. For the rooms, I created a vibrant colour palette that worked in harmony and brought to life the characters of the Phillips family in each setting. I based the family characters styling on the colour themes of the rooms and wanted the characters to show their personality that worked with the environment and storyline.
Hidden messaging and fun facts were placed within the rooms that fitted the overall set design. For the dealer hall, meeting rooms and blogger lounge, I used different blue hues with pops of bright colours through propping that reflected the brand's personality and added to a consistent and warm experience.
Experiences
For the welcome projection mapping experience at the booth entrance, the brand story set the scene for the booth experience and introduced the family characters.
I worked with an agency called Blondefish to film the rooms and characters. We shot each family character in their role and environment, which formed part of the projection experience. For the entrance experience, we created a house facade with an open and closed doorway to allow guests to enter the booth. The projection mapping was brought to life and produced by Pete Starkey Ltd. The dynamic projection animation showcased the brand story. It connected the different scenes and characters in sequences of panel cutaways that added intrigue and detail to an exciting multi-sensory experience.
For the event's opening, Philips held a press conference with their partners to showcase their products globally. My brief was to create a one Philips experience that integrated their partners and dramatised the technology of their products.
The main stage for the press event was in the dealer hall. My focus was to design the layout and stand for the event. I also storyboarded and oversaw the content of the presentation. I worked with an animation agency, PlusOne and created three animations highlighting Philips's technology at the event. For an overall sensory experience, we also hired musicians to play along with the branding animation story that played while the press entered the event.
The press event
RedDot Design Award 2020: Brand Experience and Design
Eventex Gold Award 2020: Brand Experience
Eventex Gold Award 2020: Exhibition Experience
Art direction: Clair Williams
Booth design: MET Studio
Booth build: Kubik
Experiences: Blondefish and Pete Starkey Ltd
Press event production: Verwiel
Animations: PlusOne
Sound: Massive Music
Photography: Courtesy of Philips