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IronDog Studio

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Event ICE Gaming 2018
Location ExCel, London
Project 8m x 6m 3 open sides

The Brief:

To design a stand for the newest brand of the 1×2 Network, a pioneer of soft gaming content. Iron Dog Studio is all about passion, creativity and technology and their mission is to deliver superior gaming experience.

Main objective for this new player at ICE: stand out! ICE Gaming is the biggest international Gaming show so standing out amongst the giants of the industry is a real challenge. Our team had to be more creative than ever!

The interesting starting point was the colour scheme – we all know Games are very colourful but the main guideline from the client was to use Black&White for the core brand. The remaining requirements were quite ‘practical’: the stand had to look WOW but also had to be very functional especially as the space was limited. Main reception, demo desks, meeting space and a lot of AV to add that element of movement, colour and most of all to show some of the exciting content that the company produces. The imperative request was for these elements to work in harmony.

The Result:


A perfectly shaped custom modular stand that looked open, inviting, modern and slick. Minimalism is not the tendency at ICE Gaming so by choosing a look and feel that was different but at the same time inherent to the brand, Iron Dog managed to look unique.

The lovely curvaceous logo hung high from the ceiling and the backlit PictureCube system used made it glow from all angles and visible from afar. Each element – demo desks, LED towers, main LED screen, over hanging structure – used square and rectangular lines which highlighted the lovely curved logo even more. One item in the center of the stand, the welcome desk, used curved shapes with a gloss finish and subtle LED lights using pastel colours that synched nicely with the rest of the AV content. The ‘piece de resistance’ was undoubtedly the clever synchronisation of the Gaming content playing on the main LED screen and LED towers with the lighting effects. The LED strips subtly placed around the main desk and the flooring picked the main colour of the game shown on the main screen – so green for 3D blackjack, red and blue for Blood Queen etc. Get a better picture from our video!

Kudos to the Iron Dog team for really understanding the impact and use of content at shows. You can find out more about Iron Dog’s products and solutions on irondogstudio.com.

“The team at Skylinewhitespace were a pleasure to work with. They keep the project fun, but also have a very professional approach to getting things done. At the event they assisted beyond their call of duty with on site issues, and gave us the confidence needed to focus on the event. The design came out exactly as they presented on their original pitch, and it looked even more slick in real life. They focused on our core point of allowing of our product to take the front stage at an event where a company like ours could be forgotten… but with their help it certainly didn’t happen here!”

Kevin Reid, Chief Commercial Officer at 1X2 Network

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