Perfecting Immersion and Interaction with Multiple Exhibition Tactics
In the far-flung in-game nation of Tuliyollal, mysteries unravel with every step. This was the engaging quest PAX Aus 2024 attendees experienced at Square Enix’s exhibition stand—a sprawling 12×18 space that celebrated Final Fantasy XIV’s latest expansion, the Dawntrail.
Swept away by the storytelling and community that the critically acclaimed massively multiplayer online game (MMO) brought to the Melbourne Convention and Exhibition Centre (MCEC), new and veteran players alike had the time of their lives captivated by the game’s alternative universe materialised within the enchanting booth. PAX adventurers, who became Warriors of Light, got to challenge fierce online foes, dive into thrilling giveaways, and capture epic moments, thanks to the stand’s intricately designed trial areas and dynamic engagement zones.
Behind this fascinating space stood Expo Centric, the exhibition company that artfully executed Square Enix’s vision into a breathtaking, tangible reality. Its dedication to innovation and creativity ensured Dawntrail was effectively highlighted in every corner, weaving an interesting narrative into every enigmatic element of the stand that transported attendees into the heart of Eorzea and beyond.
With Expo Centric’s expertise in crafting interactive spaces and incorporating multiple activation strategies, Square Enix’s stand at this year’s PAX Aus indeed set a new standard for gaming exhibitions.
Challenges
To build on its success from PAX East 2024, Square Enix set clear objectives for its participation in PAX Aus: to focus on theming its booth around the highly anticipated Final Fantasy XIV add-on, the Dawntrail. With this, Expo Centric drew inspiration from the expansion’s trailer that detailed the online game’s mysticism and adventure to create an engaging and immersive stand that attendees will enjoy.
Additionally, Square Enix outlined the following specific requirements to enhance visitor interaction:
- Computer setups for the New Player and Battle Challenge Areas
- A Redemption Area
- A dedicated Photo-Op Area
- A Tech Room for AV Management
- A stage for live presentations and casters
The Build
Venturing into the sweeping 12x18m stand, PAX 2024 adventurers were welcomed by a mystical wooden archway inviting them to Tuliyollal, where they crossed the threshold into a living tapestry of ancient wonders and modern adventure. As they walked into the space, they were enticed to explore two sides—the immersive and interactive areas, all leading them to experience the enchanting world of Dawntrail.
Gracing the broad left zone of the booth were six Challenge counters—a combination of eight single and double gaming stations where new players and battle challengers contended with the mighty Valigarmanda and other foes. The 70 computer setups were thoughtfully positioned on elongated cypress canopy counters draped with tribal fabrics, adding to the intricate touch that reflected the rich cultural heritage portrayed in the expansion game.
Over to the right, the stand was even more pulsated with excitement as various interactive zones attracted attendees to explore the depths of the Dawntrail realm further.
To highlight FFXIV’s expanded free trial, an elaborate registration area was strategically placed near the archway entrance, where recruits and returning players kicked off their unforgettable adventure through three award-winning games, minus the restrictions on playtime. The space, complete with computer stations and cosy boxed seating, created a charming hub for guests to familiarise themselves with the Dawntrail quest.
Another feature that claimed the spotlight was the eye-catching Aztec-themed stage with expansive front and back LED screens, standing front and centre to maximise presentation and audience interaction. Adjacent to it were double interaction zones—the Redemption area, where guests claimed branded giveaway merch, and the Photo-Op space, where they enjoyed taking photos with the expansive Dawntrail wall and various character standees.
Tying up the stand were the prominent rigged elements, a mixture of display banners, banner floods, and moving coloured lights that added texture and movement to bring the entire space to life. Two LED screens were also in full view from above, accompanied by speakers and cameras for live feeds directly broadcasted to the LED and TV screens below.
The strategic integration of these suspended features amplified the energy and lured visitors to stand, wherever they were on the show floor.
Watch the full build here:
Features
Gaming Pod Areas (New Player and Battle Challenge)
Highlighting the gamification feature of the stand, these counters served as the experience zones where first-timers and seasoned players were transported into Dawntrail’s battlefield. The stations had a total of 70 gaming terminals, two of which were live-streamed on the LED screens and TVs at the end of each pod.
Positioned on the wood-framed counter with a native-patterned canopy, these setups immersed players straight into the heart of Tuliyollal, allowing them to truly feel the adrenaline and engage in a dynamic gaming experience like never before.
Free Trial Registration Area
Complementing the aesthetic of the challenge counters was the Free Trial Registration zone, attracting a large crowd to the booth by showcasing Dawntrail’s expanded no-cost experience. Here, attendees who signed up a friend or a fellow PAX adventurer for the prolonged game access through the computer stations received a special Mentor pin badge.
The Main Stage
This central platform, with its sprawling front-and-rear LED displays and tribal-themed decorative elements, functioned as the showcase space for on-stage interactive presentations, including fireside chats about live-streaming and audience participation games with giveaways.
With its prominence and visibility even to areas outside the stand, the stage effectively enticed PAX attendees to drop by and learn more about Dawntrail.
Redemption Area
An Aztec hut-inspired space cradled in the corner of the stand, the Redemption area was an alluring giveaway zone where guests snagged exciting freebies after enjoying an immersive journey within the vibrant homage to the world of Tuliyollal.
Photo-Op Zone
A surefire attendee magnet, the photo-op zone was a hit with PAX adventurers, thanks to its authentic setup that reflected the enchanting realm where the magic of Dawntrail comes alive. With its striking graphic wall and life-sized character standees, the space became a hub of interactions among guests eager to capture memories in the fantastical landscape of this cult-classic game.
This was also the space where Final Fantasy fans had the chance to take photos and engage with the real-life heroes of the game—Toshio Murouchi, the Global Community Producer on FFXIV, and Natsuko Ishikawa, the senior story designer and co-lead writer of the iconic MMO.
Results
Confirming its mastery in delivering top-tier gaming exhibition experiences, Expo Centric once again ensured Square Enix’s stand established a spectacular presence at this year’s PAX Aus. From 2017 and 2019, when we crafted immersive spaces for Stormblood and Shadowbringers, to 2024, when we brought the vibrant world of Dawntrail to the exhibition floor, Expo Centric has consistently demonstrated its creative competence in bringing the enchanting concepts of the Final Fantasy realms to life.
We strive to surpass ourselves with every exhibition project, which is what makes our partnership with Square Enix longstanding.