LENOVO

Turning complex tech into human experiences

Role: Creative Direction · Art Direction · Concept Development · Experience Design · Spatial Design · Retail Design

CREATED AT: Brand & Deliver

Across several years working with Lenovo, I developed the creative direction for some of its biggest UK brand experiences, finding new ways for the technology to live beyond the product itself.

The work ranged from large-scale education experiences at BETT to ThinkShield at Microsoft Future Decoded and Lenovo's first UK pop-up store. Each started with its own creative idea, shaping everything from the architecture and visitor experience to content, graphics and the smallest details within the space.

Deliverables:

Brand Experiences · Exhibition Design · Spatial Design · Retail Pop-Up · Environmental Graphics · Digital & Motion · Campaign Communications · Content · Print

Hermes Creative Awards:
BETT Stand: Winner - Platinum

MarCom Awards:
BETT Stand: Winner - Gold

Hermes Creative Awards:
Pop-Up Store: Winner - Gold

MarCom Awards:
Pop-Up Store: Winner - Platinum

BETT 2020: RISE UP

For Lenovo's largest education presence at BETT, we built the experience around Rise Up, an idea about what technology could help students and educators achieve.

That thought shaped the whole stand. Esports, live demos, partner areas and presentations each had their own space, with the architecture bringing them together as one clear experience rather than a collection of products competing for attention.

BETT 2019: Imagine. Explore. Discover.

Imagine. Explore. Discover. used science and exploration as the creative starting point for Lenovo's education technology.

The stand was open on all sides, with different areas inviting visitors to get hands-on with the technology and discover what interested them. The science theme gave us a way to make the products part of a wider experience, while still keeping the stand clear and easy to navigate.

BETT 2018: Different educates better

Different Educates Better explored how technology could respond to the changing ways students learn and teachers teach.

It marked a shift in Lenovo's BETT presence, moving away from rows of products towards an environment where the technology could be understood in context. The space still needed to work hard commercially, but there was now an idea holding it all together.

Future Decoded 2019: Thinkshield

ThinkShield had an interesting problem. Cybersecurity is incredibly important, but there's very little to actually look at.

So we made protection itself part of the architecture.

Large protection pillars surrounded the stand, taking Lenovo's 360° approach to security and giving it a physical form. Inside, visitors could explore how ThinkShield protects devices and data while getting hands-on with the technology itself.

Lenovo Gallery: Retail Pop-Up

Developed with Amazon, Lenovo Gallery took the thinking beyond events and into retail, creating a temporary store for Lenovo's latest consumer range.

Instead of filling the space with technology, we treated products more like exhibits. Notebook and gaming ranges had clearly defined areas, hero products were given room to breathe, and colour helped customers find their way around.

It still had to work as a shop. But one that gave the products a little more theatre than the average electronics aisle.