For the UK launch of their latest Surface lineup, Microsoft wanted to create an experience that embodied the innovation and design philosophy behind their products. A traditional venue simply wouldn’t do.
We deployed our 14m dome in a high-footfall London location, creating a futuristic pop-up space that immediately drew attention. The exterior featured a sleek, minimalist wrap that hinted at the technology within.
Inside, the dome was transformed into a hands-on experience centre. Custom-built product stations allowed visitors to interact with the new Surface devices in a carefully curated environment. The dome’s curved interior walls became projection surfaces, displaying dynamic content that responded to visitors’ interactions with the products.
The intimate scale of the 14m dome was deliberate. Microsoft wanted quality engagement over quantity — meaningful one-on-one conversations between brand ambassadors and potential customers.
Lighting played a crucial role, with a programmable LED system that shifted through different colour temperatures and moods throughout the day, keeping the experience fresh for repeat visitors.
The activation ran for five days and was supported by an invitation-only evening event for press and influencers on launch night.
Key Results
- 5-day activation with 3,200+ visitors
- 92% of visitors engaged with product demos
- Launch night event covered by 15 media outlets
- 12-minute average dwell time (3x industry average)
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