World Exhibition Stand Awards The Winners 2020 | Page 21

Best Stand at a Games Industry Event
PLATINUM
The Trade Group
Agency: The Trade Group
Client: Google Stadia
Exhibition: gamescom 2019
Google Stadia’s overarching message
played a key role in the design
concept for the booth.
Stadia “elevates the experience”
of gaming, so The Trade Group included
a branded glass elevator that
took guests up to a third-floor deck.
This design element was difficult to
get approved by local authorities
but, in the end, made a huge difference
to the overall look and feel of
the exhibit.
Stadia also allows the gamer to
automatically “jump into the game”
without the hassle of logging in
and waiting for the game to load.
To illustrate this feature, a threestory
slide was added that instantly
transported attendees in front of a
green screen into a variety of games
– showing how gamers can “slide”
right into their games. Metaphorical
and brand-centric, while at the
same time, remarkably fun.
World Exhibition Stand Awards 21