The Thinking
The design was driven by Comtrade Gaming's brand identity, taking the form of the logo and translating it into the architecture of the space. The curves informed the floor, walls and overhead feature, creating a recognisable environment that immediately belonged to the brand. With the stand positioned along the edge of the hall, the layout was designed to maximise visibility from the main aisles, bringing the product demonstrations to the forefront while supporting spaces sat discreetly behind. Kinetic lighting introduced movement overhead, adding energy and reinforcing the atmosphere of ICE.