SteelSeries

Gaming is one of the most competitive industries and SteelSeries has spent years earning its spot among the best. As a leading manufacturer of pro-level gaming peripherals, the brand is built around one idea: letting players play the way they want to. At PAX East 2017, they needed a space that lived up to that.

SteelSeries makes products that are constantly in the hands of their customers. The exhibit had to reflect that, creating an environment where visitors felt what it was like to use them at the highest level. The goal was simple: make them feel like they’d stepped into a pro gaming arena.

We took the brand name literally. Raw steel panels straight out of a sci-fi film formed the structure, anchored by a custom stage housing high-end PCs and bathed in SteelSeries’ signature bright orange LED lighting. A space that felt like the future of gaming, with the hardware to back it up.

PAX East draws upwards of 100,000 attendees a year, some of the most passionate, knowledgeable people in gaming. SteelSeries gave every one of them a reason to stop, step inside, and stay a while. A space to showcase the brand, became part of the experience.