Case Study
Transforming Streaming Technology into an Immersive Home Theatre Experience at NAB 2025
Visual Impact
Project Overview
The Challenge
IMAX approached us with an ambitious vision: showcase their revolutionary StreamAware and StreamSmart technologies at NAB 2025 while creating an intimate, residential feel within a massive 40×40 exhibition space.
The challenge extended beyond mere demonstration—they needed a space that would embody the IMAX home experience, complete with a living room atmosphere, private theatre environment, and multiple demo stations, all while maintaining the premium quality synonymous with the IMAX brand.
"We needed to translate the magic of IMAX into a home setting—making visitors feel the power of our streaming technology in their own living rooms."
The Creative Journey
We began by analyzing the 1,600 sq ft space at location W1401, strategically dividing it into five distinct zones that would flow naturally while maintaining the intimacy IMAX desired.
We designed a closed-in, dark environment with a custom ceiling system that perfectly replicated a home theatre experience.
Two standing demo stations were equipped with 65" OLED HDR 4K displays, strategically positioned for optimal viewing angles.
To combat the vastness of the space, we incorporated slatted wood partitions, strategic lighting, and living plants throughout.
Design Elements
A fully enclosed theatre with controlled lighting, premium audio, and a glass viewing panel for an exclusive peek into the IMAX home experience.
Two interactive stations featuring 65" OLED HDR 4K displays showcasing StreamAware and StreamSmart technologies.
A private meeting area designed as a residential living room, complete with comfortable seating and a large display.
A prominent welcome counter featuring IMAX's Emmy award, establishing credibility and excellence from the first interaction.
Strategic placement of plants and slatted wood partitions created intimate spaces within the larger footprint.
Multiple lighting zones allowed for dramatic theatre experiences while maintaining bright, welcoming areas.
Gallery
Experience It
The Impact
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