With the worlds biggest console launch on the horizon, PlayStation wanted to create a unique, compelling and multi-functional space in central London for consumers, media and key influencers to preview the new next gen technology. It would have to be versatile enough to educate, host parties and become the official venue for a midnight launch.
We transformed a raw, blank-canvas venue in Covent Garden into an immersive brand space – The PS4 Lounge. The design of the console was brought to life throughout the venue using contrasting matte and gloss black textures, angular walls matching the form of the PS4 and project mapping on the exterior of the venue.
The PS4 Lounge hosted the official UK PS4 midnight launch party that saw 400 fans queue for up to four days to be the first to get their hands on a console in the UK. At launch the gap was bridged between make believe and reality with actors and sports freestylers transforming Bedford St into a PlayStation playground of characters from the games. The evening was topped off with an intimate Tinie Tempah gig for those who braved the elements.
The space also hosted two exclusive parties for PlayStation UK’s gaming community, PlayStation Access, and saw a variety of PlayStation celebrity fan appearances from the likes of Dizzee Rascal, Aaron Ramsey and Amir Khan.
The PS4 Lounge welcomed over 30k visitors across the two-week opening period and helped PS4 break sales records, becoming the fastest selling console in history.