Arm
Transforming Arm's presence at CES with a high-speed F1 reveal.
KEY STATS
216m2
Of graphic walling
1
Globally broadcasted F1 partnership
4
Meeting room custom fit outs
The challenge
In an increasingly competitive technology landscape, Arm wanted to maximise its branded suite presence at CES 2025. We were asked to create an impactful environment and VIP experience while accommodating a significant Formula 1 partnership announcement on day two of the event.
Approach
We transformed a suite at the Venetian into a premium branded environment reflecting Arm’s latest brand evolution. The design created a calming private lounge and meeting space away from the show floor, balancing aesthetic impact with practical functionality for VIP meetings and hospitality. The project’s most demanding aspect was the overnight conversion for the Formula 1 car reveal. Our installation team coordinated the transformation carefully, integrating Arm and F1 brand identities. To extend reach beyond physical attendees, our livestream team broadcast the partnership announcement, enabling global audiences to participate in this industry moment.
Result
Overall, the activation exceeded expectations by seamlessly integrating brand storytelling with cutting-edge technology in one of the world’s most competitive trade show environments.
Experience
Changes
Perception
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