Dell @ Retail

ABOUT THE PROJECT 

BMF has used core insights and year-over-year data to develop a large-scale design strategy transferable across Dell’s diversified business needs. Beginning with Dell’s dedicated global retail event, Dell@Retail, BMF has spent several years crafting a unique approach rooted in informed guest flow, interactive design, and eye-catching displays. Most recently for the 2018 event, BMF leveraged the Los Angeles venue’s rich cinematic history to create a three-day conference designed to highlight Dell’s newest campaign, Dell Cinema, and spotlight more than 100 upcoming product releases. Wow moments included a floating creative element with partner content, oversized floating laptops built as projection screens and interactive Gaming displays for Dell and its partners to test new systems and software.

 For major consumer-facing and industry events, including Dell’s return to IFA 2018, BMF has focused on building attention-grabbing booth designs to get people talking. This was brought to life in Berlin via an immersive Dell Cinema art gallery with colorful installations highlighting the superior technology found in Dell products. At SIGGRAPH 2017 in Los Angeles, BMF helped Dell celebrate 20 years of Precision with a cutting-edge anniversary event that welcomed guests with a lighted entry portal, hosted VR and AR simulations and a partner panel discussion that kicked off the festivities.

 Translating the successful design formula to the larger suite of Dell’s corporate events, BMF has also creatively executed the company’s appearances at the Small Business Expo, SIGGRAPH, Computex, five consecutive Dell@Retail events, and a global gaming product launch in Beijing.

RESULTS