For the unveiling of the new Beatles Rock Band Game at the e3 Expo in Los Angeles, the MTV Games and Harmonix Marketing teams needed an experiential environment worthy of supporting what is perhaps the most anticipated release within the Music Games Genre to date.
Premier Displays & Exhibits, under the direction of the teams at MTV Games, Harmonix and Apple Corps, sought to recreate an authentic Beatles experience that would enable the Harmonix demo team to present the title in an immersive environment that exemplified the iconic nostalgia of the Beatles era.
Our collective answer to this challenge was to design the 100′ x 100′ booth around a demonstration theater that was a reproduction of the Abbey Road Studios both internally and externally. The iconic Abbey Road Crosswalk flooring framed the Faux building facade on the outside, serving as a cue line for the attendees waiting to enter the theater at interval. Attendees entering the theater were treated to vintage 60’s theater-style seating for 80 and a full reproduction of the interior of the Abbey Road Studio as it was when the Beatles recorded there.
Authenticity was added to the theater interior by mixing musical instruments and studio gear from the Beatles era with the Harmonix Controllers which shared the stage. Dynamic theatrical lighting, 103″ plasmas and a robust sound system punctuated the presentations which included professional live demos of the Beatles Rock Band game.
Once outside the demo theater, attendeeswere invited to any of 3 separate interactive demo stages on the interior of the booth where they could play and experience the Beatles Rock Band Game first-hand.
Check out the booth in the news:
MTV Games booth awarded best of e3 - http://g4tv.com/articles/67340/xplays-best-of-e3-2009
Abbey Road Studios highlights the e3 experience - http://www.abbeyroad.co.uk/news/story/?newsid=51
Joystiq.com posts pictures of the e3 booth - http://www.joystiq.com/2009/06/03/the-beatles-rock-band-abbey-road-e3-booth-in-pictures/
