HEART managed the design, build and production of an interactive gaming and entertainment environment to support the UK launch of Microsoft’s new generation console, the Xbox One, erected in London’s Leicester Square Gardens.
To set the scene for the launch, HEART negotiated an ambitious takeover of the most iconic and renowned entertainment location in the UK, Leicester Square, creating the “Xbox One Square” for a single day of brand activity.
To ensure there was a show-stopping central stage…something that delivered an impactful press shot and consumer awe whilst playing an integral role in the event, the team designed and fabricated the world’s first iteration of the Xbox Nexus.
Formed of a 16m GRP molded shell utilizing yacht material technology in its creation and installed over the recently renovated and historical heritage status of William Shakespeare and ornamental fountain, this build needed the technical production expertise of the HEART team.
The event, centered around the Xbox Nexus and bespoke stage structure was installed in the Square, with surrounding areas split into interactive zones, providing consumers, media and VIPs with an unparalleled gaming and entertainment experience. The main stage set hosted a series of high profile appearances and performances from the likes of Andros Townsend, Katy B and Plan B.
The event exceeded all assigned metrics and helped make Xbox One the fastest selling console in Microsoft history.