Coming up with a trade fair booth packed with action but very limited in space… where do you start? The solution: just work vertically. That is one of the practical solutions Dazzle Events put forward when planning PlayStation’s participation in the biggest gaming fairs in Belgium and the Netherlands. Tens of thousands of gaming fans visited Gameforce in de Waagnatie (Antwerp) and First Look in de Jaarbeurs (Utrecht).

Dazzle Events pulled all marketing and technical know-how stops for a result that transcended just a mere booth. Visitors could get to grips with new games, sitting down or standing up, guided by passionate hosts explaining all there was to know. The booth oozed that instantly recognizable PlayStation style, since Dazzle Events’ booth design was totally aligned with PlayStation’s trade fair participation goals.

As a creative services provider and experienced stand builder, Dazzle Events ensured their logistics know-how was aligned with the client’s creative expectations and requirements.

‘The Challenge’

Creating a unified feel in a group stand with 4 different developers and one end client, making sure each game was showcased and ensuring the best visitor flow in and around the stand.


15.000 guests
One island incorporating 3 large stands, spanning 540 m2

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