A premium custom-built stand for an award-winning custom PC brand
Aftershock PC, a premier custom personal computer (PC) builder with a reputation for delivering high-performance gaming systems, aimed to make a significant impact at PAX 2024 held at the Melbourne Convention and Exhibition Centre (MCEC) from 11-13 October.
Known for their innovation and expertise in custom-built PCs tailored for gaming enthusiasts, their participation at PAX 2024 marked a crucial opportunity to engage with their Australian audience. Unlike typical trade shows though, Aftershock PC’s approach at PAX 2024 was not to focus solely on direct sales, but rather to build brand awareness and foster interaction with gaming fans, tech enthusiasts, and potential customers.
Going into the show, Expo Centric realised how crucial the design of the stand would be for the brand. With a strong emphasis on creating an immersive and interactive experience, the stand needed to capture the essence of Aftershock PC’s cutting-edge technology while managing high foot traffic.
The 18x6m stand also had to balance showcasing their products with providing a welcoming environment for attendees to interact with their brand, from gaming simulators to custom PC demonstrations. Effective design would not only draw attendees into the space but also ensure their movement within the booth allowed full interaction with the products, making the stand’s design essential to Aftershock PC’s success at PAX 2024.
Challenges
One of the main challenges Aftershock PC faced going into PAX 2024 was balancing engagement with crowd control. Given the size of the booth and the number of interactive zones the brand wanted to include, ensuring smooth traffic flow while maintaining clear visibility of each feature was a key consideration. The booth had to invite visitors in, encourage them to interact with the brand’s products, and keep them engaged without overwhelming the space with too much activity.
Additionally, the following specific challenges needed to be addressed for the booth to deliver based on the identified goals and objectives:
- Manage high volume of traffic while ensuring visitors had sufficient space to interact with each zone such as product demos, simulators, and giveaways.
- Create zones that would naturally attract visitors while maintaining crowd flow, putting emphasis on interaction rather than sales.
- Maximise the 18x6m space to create distinct zones while preventing bottlenecks.
The Build
Expo Centric, a leader in experiential marketing, strategically designed the stand to meet all of Aftershock PC’s specific needs and requirements while overcoming the identified challenges of balancing crowd control with meaningful engagement opportunities.
The huge 18x6m space allotted for the brand was maximised by creating distinct zones, ensuring that each area had a clear purpose. The central arch design was introduced to open up the middle of the space and direct foot traffic naturally from one zone to the next. This approach allowed the booth to feel open and inviting, despite the various elements in play while also reducing crowd bottlenecks. The zones were strategically placed to encourage exploration without overwhelming attendees.
The booth was divided into key interactive zones centred around a structural wall that visually and physically separated different activities.
Product Display Zone
On one side, product displays, including plinths with Aftershock PC’s custom PC builds, were placed in a way that visitors could view and engage with them without interrupting the flow to other areas.
The stage was positioned to allow for both live presentations and product showcases, ensuring visibility across the booth without blocking other zones. Each zone was arranged to maintain a natural flow of movement.
The archway served as a focal point, drawing visitors towards the rear where the gaming simulators and larger interactive equipment were located. This helped prevent overcrowding near the entrance while encouraging visitors to explore the entire space.
Interactive Experiences Zone
The booth featured dedicated areas for the Street Fighter arcade machine, racing, and flight simulators, each designed to provide an immersive experience while minimising crowding. The simulators were placed toward the back of the booth, drawing visitors deeper into the space and reducing congestion at the entrance.
The stand featured a combination of large television screens mounted on different zones, displaying live action from the simulators. The 98” screen, the largest in the stand, was rigged above the front stage so it was viewable from across the exhibition hall to attract the attention of attendees.
The claw machine, another high-traffic feature, was placed in a well-positioned area where lines or groups of participants would not block access to other zones.
Thoughtful crowd control measures were implemented around these high-engagement areas, including clear pathways and spacious waiting zones, ensuring smooth traffic flow throughout the booth.
At the last day of the show, Aftershock PC held livestream sessions, sing-alongs, giveaways, and a rave on their stage, sending shockwaves of excitement to ultimately wrap up their participation at PAX 2024.
Merchandise Display Zone
A flexible pegboard system was used to display the giveaway kits and collectible items, allowing Aftershock PC to adjust the display throughout the event. The merchandise area was positioned in a way that kept it accessible yet separate from the more active zones, giving attendees the opportunity to engage with it at their own pace. This not only helped prevent congestion but also allowed for greater visibility of Aftershock PC’s branded merchandise.
The use of ambient lighting and matte black with red accents throughout the booth added a sleek, futuristic look that resonated with Aftershock PC’s tech-savvy audience, while strategically placed LED screens and well-lit zones highlighted key products and interactive elements.
Strong Branding and Visual Impact
One of the key strategies employed at Aftershock PC’s booth was the consistent and bold use of their brand elements. From the distinctive colour scheme of matte black and red to the prominent display of the brand’s logo, every aspect of the stand was designed to reinforce brand identity and increase brand awareness. The booth’s lighting and the strategically placed LED screens ensured the brand’s visual elements were always in focus, creating a cohesive and eye-catching display that left a lasting impression on visitors.
Merchandise was another vital part of the branding. With a dedicated zone for showcasing giveaway kits and collectible items, Aftershock maximised interaction with attendees by offering branded products that not only generated excitement but also helped cement the brand in attendees’ minds. The flexibility of the merchandise display allowed the Aftershock team to adjust and update it during the event, keeping the space dynamic and engaging.
Results
Through Expo Centric’s proven track record on designing exhibition stands, Aftershock PC’s stand PAX 2024 also made an impeccable aftershock at the event. The design’s focus on interaction and engagement allowed the brand to achieve its primary goal: to increase brand awareness while fostering direct interaction with attendees.
The strategic layout which balanced high-traffic areas with quieter demo spaces, ensured that visitors could engage with all aspects of the stand.
Despite the high foot traffic, the layout of the booth allowed visitors to move comfortably between zones. The stage was used effectively for live presentations, capturing the attention of passersby while showcasing the brand’s latest products.
Expo Centric expertly combined reimagined concepts from previous shows with fresh, innovative features, allowing Aftershock PC to create a high-impact stand while staying within budget. This approach not only maximised cost efficiency but also ensured the stand aligned with the brand’s objectives, delivering a visually compelling and strategically on-brand presence.
In the end, the booth left a long-lasting impression on attendees, positioning Aftershock PC as a leader in the custom gaming PC market and fulfilling their strategic goals at PAX 2024.
