Red Bull’s The Blue Edition Launch
Red Bull recently called on Empire to design an experience to help launch their latest drink, “THE BLUE EDITION” Ocean Blast, during the summer heat of Japan.
A refreshing lychee-flavored energy drink with a summery feel, the launch experience was produced at one of Tokyo’s newest and most popular clubs, BAIA. Empire transformed the venue, drenching it in blue and combining both real and digital elements including sand, trees and animated waves and fireworks, allowing guests to be transported into this BLUE EDITION world.
Empire, handling all aspects of production, design, construction and operations, is proud to work with Red Bull once again.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
