Arm
Transforming Arm's presence at CES with a high-speed F1 reveal
The challenge
In an increasingly competitive technology landscape, Arm wanted to maximise its branded suite presence at CES 2025. The brief: to transform their branded suite at The Venetian into an environment that impressed audiences and offered a VIP experience worthy of the brand.
Adding to the challenge, a high-profile Formula 1 partnership announcement on day two demanded the suite to flawlessly pivot overnight from private hospitality to global spectacle.
Approach
Identity transformed the suite into a premium branded environment, merging precision engineering with hospitality warmth. Every detail, from lighting and layout to acoustics and brand integration, amplified Arm’s refreshed identity, creating a calm, sophisticated hub away from CES’s high-energy show floor.
The most demanding element came with the overnight conversion for the Formula 1 car reveal. Identity’s team executed the transformation seamlessly, uniting Arm and F1 branding into a sleek visual narrative that marked a milestone moment for both industries. To extend reach beyond physical attendees, the announcement was livestreamed worldwide, allowing global audiences to share in the experience.
Result
The delivery was noted as seamless, efficient, and bold, with the immersive suite exceeding expectations. The activation strengthened Arm’s position as a world-class technology partner, while the reveal created lasting buzz across media and industry channels.
Clients and visitors praised both the precision of the production and the atmosphere of exclusivity, describing the experience as one of CES 2025’s standout moments.
Experience
Changes
Perception
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