Creating an Immersive Experience at AWS re:Invent 2023: The ‘Horizons’ Concept
As the excitement builds for re:Invent 2023, Production Club is gearing up for its seventh consecutive year collaborating with the AWS Creative Team. This year’s theme, “Horizons,” promises to deliver an unforgettable experience across six venues in Las Vegas, captivating over 55,000 attendees from their arrival to the much-anticipated afterparty, re:Play.
Bringing the Brand to Life
AWS places its customers at the heart of everything they do, and as their creative partner, Production Club is tasked with revitalizing the re:Invent brand each year. This involves crafting immersive moments that surprise and delight attendees, allowing them to fully engage with the re:Invent experience. By strategically integrating brand elements throughout the venues, we ensure that participants feel connected, even amid the vibrant chaos of Las Vegas.
The Attendee Journey
The Venetian Convention Center serves as the focal point of the attendee experience. To create a balanced and effective journey, we focused on three key areas: entry, community spaces, and the registration area, which also acts as the gateway to the Expo.
Entry Experience
This year, we transformed a lengthy 450-foot corridor connecting the casinos to the Convention Center, moving away from baroque decor to create a vibrant and immersive welcome. Attendees will experience a seamless transition from the bustling casinos to an inspiring space designed for discovery.
The centerpiece of the entry experience is a kinetic lighting installation that spans 250 feet and features 450 fixtures suspended from 140 feet of truss. The installation will be dynamic throughout the event, with choreographed lighting and audio cues synchronized to significant moments, such as keynote sessions. An LED arch, reflecting the kinetic ceiling’s colors, marks the official entrance into the re:Invent world.
Community Spaces
Community hubs will play a vital role in maintaining high energy levels throughout the event. Attendees can enjoy favorites like the Doodle Wall, DJ performances curated by Production Club, and various AWS community activities. All spatial designs this year are inspired by the “Horizons” theme, incorporating sweeping architectural forms and radiant horizon lines to narrate the re:Invent story.
Upon entering the Registration Hall, attendees will be greeted by a massive 320-foot LED screen showcasing custom 3D animations. This area serves multiple purposes, including Keynote screenings, swag collection, social lounges, and even tattoo and piercing stations for those seeking a unique experience.
AWS Village: The Heart of the Expo
AWS Village stands as the central hub of the Expo, providing a space for attendees to engage with AWS specialists and learn about the latest innovations. This year’s design concept, “Convergence,” reflects AWS’s mission to unite people and ideas to shape the future. The layout features layered, translucent panels that define industry zones and circulation paths, complemented by radiant lighting that highlights the sculptural elements of the space.
Concept Development: Horizons
The “Horizons” concept utilizes a blend of architectural forms and glowing lines to invite attendees into a realm of curiosity. This overarching theme informs every aspect of the event, including animations, signage, and spatial design.
Art Direction and Signage
Production Club crafts a unique art direction for re:Invent each year, ensuring that the imagery is reflective of the AWS brand. The printed signage throughout Las Vegas features layered shapes, dimensional shading, and glowing horizon lines, creating a cohesive visual experience. Custom-designed large signage avoids redundancy while maintaining a consistent aesthetic for attendees.
Spatial Design and Motion Graphics
This year’s spatial concepts are rooted in the art direction while prioritizing functionality. From the immersive registration area to the kinetic ceiling at the entrance, every space aims to inspire attendees through media and lighting. Interactive community features like the Doodle Wall and DJ booth align closely with the overarching artistic vision.
In terms of motion graphics, the animations evolve from Production Club’s art direction into engaging 3D visuals tailored to various levels of attendee engagement throughout the event.
WOW Moments
Each year, we design a series of immersive animations known as WOW moments, providing attendees with a break from traditional branded content. Building on last year’s “Worlds” theme, we present stunning landscapes of mountains, valleys, and water, filled with playful, vibrant elements.
