With arising pessimism in the gaming industry around Virtual Reality, PlayStation VR remains a significant business priority for SIEE. Armed with an impressive volume of content being released in 2018, they sought to showcase and demonstrate the depth and quality on offer, building excitement and setting the tone for the year ahead.
We built on PS VR’s pre-existing ‘Live The Game’ positioning, by taking it into the experiential domain and inviting participants to step ‘Inside the Machine’, with executional principles centred around typical gamer archetypes to ensure deeper, more meaningful audience engagement.
FRUKT conceptualised and produced a one-day event for key influencers and media from across Europe, centred on a best-in-class sampling experience for 14 new VR titles. Transforming an old electric light station, we created an imposing and immersive, two-storey structural environment that showed, very literally, the scale of forthcoming releases whilst providing an ideal home for VR gaming.
Upon entry, guests were greeted with The Machine: a spectacular double-story VR arcade home to twelve individual gaming pods, designed to feel like voids within the machine. At given moments, guests were then led to ‘the heart’ – an ultra-immersive space housing our multiplayer hero title. In between gaming, our many neutral breakout spaces provided guests with the opportunity to make their own bespoke PlayStation T-shirts, hold intimate interviews and enjoy food from a selection of London’s best food vendors.
“The perfect environment for VR”