Google EMEA Tour

Client MediaMonks

Year 2023

Services Production, LED lighting, installation on-site and logistics

Category Experience

In collaboration with MediaMonks, Unbranded accomplished the technical translation of the Google DC EMEA Tour booth, aiming to showcase Google's conscious approach to Data Centers in a dynamic and engaging manner across various locations.

Our primary hurdle was the limited time available for both setup and teardown, given that most locations were in public or high-traffic areas.In the end, we were able to leverage our combined experience we were able to build the booth in nine hours and strike it in as little as four hours.

To meet this challenge,we devised a modular booth design with an emphasis on easy and consistent placement. By integrating wall frames into the elevated flooring and utilising quick-lock wall facings, we created "building blocks". These blocks came together quickly and easily, maintaining the overall clean and sleek look. Just as you would expect from something with the 'Google' name on it.

Another challenge was that each build required localization for accurate storytelling. Not only replacing texts but also visuals. Which were on the floors as well as the walls. Media.Monks came up with a structured setup for the artwork which we translated to a simple instruction set for the build crew. Using the right material and a skillful crew each of the locations looked like it was tailor-made for that specific location.

The infinity room presented its own distinct challenge, envisioned as a simulation of a data center with data cables extending into infinity. Leveraging our flexible build method, we opted for black & white LED tubes that seamlessly blended the diodes to create the crisp 'data' lines as envisioned by the design.

Together, we transformed the Google DC EMEA Tour booth into a captivating showcase of dedication to the craft, hopefully leaving an impression on all who experienced it.

Media Monks: We combine creativity, data, media and technology to revolutionize how brands inspire the world. By providing solutions and services that uplift your business.

Google: Google's mission is to organize the world's information and make it universally accessible and useful. That's why Search makes it easy to discover a broad range of information from a wide variety of sources.

This project was located in: Fabrication and pre-build: Unbranded Hilversum - Netherlands

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