Dell gaming & consumer experiential

stand design

client: Dell / employer: Brand & Deliver / date: November 2018
Lead Director: Daniel Forni / Creative Director: Robert Pratt



Dell required a pop-up stand design that would showcase a range of products, from laptops to desktop towers, specifically promoting their cinematic laptop capabilities, and their Alienware gaming brand machines. The stand, located in Westfield shopping centre needed to draw in visitors and truly position Dell as the leader in the field of technological diversity.


Immerse visitors in two different worlds, powered by Dell technology. Minimally styled, the space should hero the products themselves, and draws in visitors with fun, memorable experiences.


Stand design
Print & collateral designs

from home to heart


the concept

From captivating HD cinematic content, to dynamically immersive gaming experiences, you need technological choices that will work with your lifestyle, and your loves. Dell technology hosts a spectrum of products so you can find the machine that is right for you.


a game of two halves

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the design

The stand design reflected two very different sides of Dell technology.

Our contemporary and intentionally informal homeware side showcased day-to-day products, with the second half of the stand used core dark Alienware branding with accents of neon blue to bring the display units to life.


the race is on

Visitors were invited to take part in an interactive F1 racing experience with the chance of winning an amazing technology bundle worth over £1000, simply by getting to the top of the leaderboard.


branded staff shirts

We created 2 sets of shirts for staff, one for each side of the stand, again, highlighting the differentiation between the gaming and home use sides of the stand.

communicating a green ethos

Dell packaging is inspirationally green. Every laptop is packaged in full recycled ocean plastics, and by 2020 Dell will have removed 8 tonnes of plastic from the sea.


sweet ‘n’ sweaty

For the Alienware gaming side of the stand we created a branded sweatband to get visitors through the intense racing rig experience, and for the homeware side, we gave away individual packets of popcorn, bringing a sense of the cinema to the stand.


reportage photography