CLIENT(S)

Dell & Windows

LOCATION

Chicago, IL

EVENT DATE

Jul 29-Aug 2, 2015

GUEST COUNT

1,800+

Dell and Microsoft partnered to launch the upgrade of Microsoft software Windows 10.

The question: how do you excite the post-Millennial marketplace? The answer? You transform a 10-story building in Chicago into #DellLounge, a four-day summer pop-up offering production interactions. You create a gaming lab featuring a VR activation with Oculus and 3D Live, and a station to create your own Hologram Selfies. You gather e-sports shout casters, YouTube sensations, Celebrity bloggers and DJs. And every night the building came alive with a custom Dell/Windows10-controlled light show across all 10 floors. The #DellLounge garnered 2.3 billion social media impressions and backlogged the Microsoft Windows upgrade with requests. That’s what we call a good problem.