Product Launch at Kraftwerk Berlin
Embarking on an interactive voyage: Transcending traditional boundaries with an Immersive, Interactive product launch.
We ignited a personal connection and ownership
towards a distinguished Fortune 500 company by introducing an immersive brand event in Berlin’s Kraftwerk. The mission? To transform every attendee from a mere observer into an active participant in the brand’s narrative. Guests were not simplywitnesses but became co-creators through the integration of entertainment and technology. Upon arrival, they received unique LED wristbands, transforming them from passive observers to integral contributors.
The wristbands, combined with an avant-garde volumetric light installation, were not just for visual spectacle. They were strategic tools crafted to weave each guest into the brand story. The outcome? A pioneering brand experience, not just seen but lived by a thousand guests.
In a bold display of experiential design, the brand’s signature teal glow illuminated the wristbands, marking the transition to the next phase of the event.
This pulse of light connected seamlessly with the architectural lighting and, importantly, with the three-dimensional interactive installation. This innovative feature allowed guests to transport their self-image into a live digital display at the event.
Unveiling brilliance: a physical manifestation of the firms key brand pillars
The grand reveal was an impactful and bespoke unboxing spectacle, setting a new standard for live consumer engagement. We transformed the brand’s key pillars into tangible environments, each zone crafting a unique facet of the customer journey.
The climax? A colossal LED cube, laser etched with anamorphic video content, dramatically lifted high up into the air to unveil the eagerly awaited product lounges beneath. At this zenith, guests’ anticipation was palpable, their eagerness at its peak. As the cube ascended, their thirst for the product was eventually quenched, getting hands-on access to the new devices, guided product trials and interactive entertainment. The outcome was a breathtaking, joy-infused curated brand experience.
Interactive lounges elevated customer engagement and brand affinity
Following the spectacular product reveal, attendees were guided towards uniquely themed lounges and light stream control booths. These spaces served as exploration zones where attendees could experience the innovative technology firsthand. Each lounge presented a different aspect of the product, encouraging attendees to interact, engage, and deepen their understanding of the product’s unique features.
Furthermore, by facilitating dialogue amongst attendees, these lounges nurtured a community-like environment where shared experiences and impressions were freely exchanged, thus adding another layer to the immersive event experience.
Looking back, the immersive product launch and brand experience underscored the pivotal role of active audience engagement in fostering a deep connection with the product.
The various strategies that transformed attendees into participants highlighted the impact such involvement can have on building customer loyalty and revenue growth. See you next time.
Credits
- Client
International Consumer Brand
- BRS In collaboration with AvantGarde
Technical planning and production provided by Satis&fy
Concept and Creative Production – Battle Royal Studios
DJ @damianovonerckert
Executive Creative Director- Brendan Shelper
Creative Producer- Catherine Hayward
Creative Director- Jon Buckels
Install Show Director- Andy Machals
Project Coordinator- Paula Dickmann
Project Coordinator- Alessia Avallone
Head of Production- Ky Lloyd
Choreographer- Denis Weckbach
Motion Design- Duncan McDade
Music Producer- Deimos Virgillito
Light Designer- Chris Moylan
Light Programmer and operator- Matthias Schoeffmann
Costume Design- Isabel Jazzabell
Make-Up- Linda Frohriep & Jana von Oheim
Performers- PhongVuVo, Devin Ash-Quaynor, PanteaNekuienia, Dolores Dujack, Antony Franz, Lisa Klingner, Elena Gambardella, Vinzenz Wagner, Edith Simone, Nicole de Livron
Laser Designer- Max Weidling
Laser Technicians- Johannes Uhl, Jannis Singh
Volumetric installation- LED Pulse
Show Caller- Stefan Kröger
Stage Managers- Moira Garee, Gerrit Hotzel, Stephane Le Breton - Images
Photography- Koone (Denis Koonert), Marcus Zumbansen, Chris Moylan
