Magic Leap 2 | 2023

An award-winning CES environment that launched a global events program introducing Magic Leap’s second-generation headset as the best-in-class spatial computing device for enterprise markets.

Client: Magic Leap
Audience: Executives, developers, press
Role: Experiential Strategist, Creative Director

DESIGNING FOR BRAND TRANSFORMATION

At CES, Magic Leap planned to launch Magic Leap 2, the first spatial platform FCC-approved for medical use, marking the company’s shift from consumer products to enterprise solutions. Our task was to help them rebrand and demo their developing technology to potential customers, developers, and the press. We had 3 months.

COLLABORATION FROM THE CORE OUT

The solution emerged from an intensive three-day design sprint with Magic Leap’s event, product design, and brand teams in NYC. We developed a central core concept—connected demo spaces that opened to the aisles—which elegantly balanced form and function.

CREATING A SPACE FOR SPATIAL COMPUTING

Success hinged on a unified execution of spatial design, lighting, materials and acoustics to optimize Magic Leap’s sophisticated technology stack. Elements were precisely calibrated to support performance across six unique demo areas. To maximize audience throughput while maintaining a premium experience, we developed a virtual queue system for the demonstration program.

ENGAGEMENT STRATEGY FOR MIXED REALITY

A visitor journey plan plan turned Magic Leap’s technical capabilities into meaningful audience experiences:

  1. Attract: Group demo stage, LED content, and real-time demo relays
  2. Engage: Tiered demos spaces for exploring technology integration
  3. Connect: Private areas for strategic discussions
Results

The strategic vision at CES launched Magic Leaps new enterprise business model and a global multi-million-dollar experiential program, receiving coverage from Forbes and TechCrunch, and positioning Magic Leap as a leader in enterprise spatial computing. Event industry accolades included the Event Design & Technology Awards’ Silver award for “Best Use of Gesture or Touch Interactive.”

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