THE CHALLENGE

Showcase the launch of Microsoft’s Internet Explorer 9 and produce the most talked about party at the South by Southwest Festivals in Austin, Texas

THE BIG IDEA

Transform the Austin City Limits Live Studio into an electrifying digital forest and create a new kind of concert venue for emerging bands

HOW WE DID IT

Design & Production: Lined the 20,000-square-foot facility with soaring projection surfaces that illuminated a fantastical animated forest and a 40-foot tension fabric tree. Lounge spaces followed the fantasy motif with grassy knolls, glowing blue café tables and whimsical pebble chairs for the 1,800 attendees

Experience: At the 11 p.m. IE9 worldwide launch, the black and white forest walls exploded into an array of vibrant colors representing IE9’s “More Beautiful Web” platform

IN SUMMARY

  • Named “the party of the festival” by Austin American-Statesmen columnist Michael Barnes
  • 1,800 invited guests
  • More than 100 follow-up tweets from concertgoers; all 100% positive