CONCEPT PROPOSAL:
Trevor Steels IGT G2E 2014 Concept Proposal FIT Masters in Exhibtion Design
CONCEPT PROPOSAL:
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IGT CONCEPT PROPOSAL
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CLIENT OVERIEW:
Progress in casino gaming has historically been measured in incremental improvements to game features. But our industry is in a state of flux — more competitors, new technologies, fewer and more demanding players, new entry points and operators facing more challenges than ever before. Only IGT has the expertise, vision and spirit to push ahead of the game. We’ve been innovating and delivering industry-altering firsts and bests since day one — WAP, TITO, MLD, sbX, Cloud, Wheel of Fortune and Double Down Casino, to name a few. From the casino floor space to cyberspace, IGT propels the evolution of gaming, reimagining people’s play and experiences. We know that convergence outside our walls can’t happen without convergence inside them. And we know that we all win when players engage more in the casino, online and on the go. With a refreshing and insightful approach to the business, we always deliver the experience that operators and players prefer. Worldwide.
Disruptive. Different. Demanding. Compelled by a vision that requires going beyond math models, bonusing systems and hardware. Because there’s innovation and then there’s innovation that matters. IGT — Ahead of the game.
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IGT BRAND:
TREVOR STEELS FIT
IGT CONCEPT PROPOSAL
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We Are Reliable
We do the job right and on time, every time — without question. Whether it’s games, technologies, player experiences or operator relationships, IGT’s proven ability to deliver is without equal in the industry.e
We Are Courageous
We believe that courage and optimism trump fear and resistance every time. This frees us to do things differently and enables us to make a difference.
We Are Pioneering
We don’t copy; we create: our development of industry firsts comes from having an eye on the future. That means being more than just a game manufacturer, so we continually strive for new techniques, technologies and talent that push the industry forward.
We Are Collaborative
We partner with operators in order to enhance the player experience as well as game and casino performance. We continually seek out relationships that create new opportunities, and connect seamlessly within IGT to deliver leading entertainment.
We Are Ingenious
Blending imagination with pragmatism, we couple “what if?” with “what’s possible?” to deliver what’s next. Our diverse backgrounds and talents allow IGT to see beyond the casino floor to realize a gaming vision for the future — and a bridge to get there.
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TREVOR STEELS FIT
BRAND ANALYSIS:
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End state
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End state
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ne 12, 2013
The Projection Graphic is a unique graphic element that can be used as backgrounds for applications. The ‘new blue’ is a nod to the IGT heritage and legacy but is updated, brighter, more vibrant. The graded blue tones of the graphic create dynamism and motion. The graphic is suggestive of spotlights, a primary cue of entertainment and excitement. The flexibility in its use allows changes in shape to aid in modulating messages and visual compositions. The above examples are only three of many unique combinations that can be made. The Projection Graphic is always built with three triangles filled with linear gradient blends of the four ITG blue colors and/or white. Not every Projection Graphic must fill a complete background, but every triangle must contain a linear gradient.
The end state of a Projection Graphic is always a rectilinear frame (above right) that crops out the vertices of each triangle. Multiply and transparency settings In Adobe Illustrator, apply gradients and set the transparency mode to multiply. As you add each layer, the mode will multiply the base color by the blend color, and the resulting color is always a darker color. Always extend the gradient within each triangle by at least one-half of its length. For print applications be very specific with your print vendor about how you created the transparency and colors in the Projection Graphic. 8
IGT CONCEPT PROPOSAL
Projection is defined as an estimate or forecast of
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a future situation or trend based on a study of present ones. Within the Rebranding of IGT, designers utilized the approach of projection to convey the forward motion of the company. Upon further analysis of the designers approach, I became drawn to the word projection. Within every projection you have two distinct elements. The first element being the source from which the projection is emanating from. The second element is the destination in which the source in traveling to. However, there is a third key component that connects these two elements. That key component is the space from which the source must travel across to reach its destination. It is that path in between the two that becomes the journey of the projection.
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TREVOR STEELS FIT
SEED IDEA: “ The journey of a million miles begins with the first step� Lao-tzu
Chinese philosopher (604 BC - 531 BC) Every great story begins with the journey of an individual. They are what take us from one point in our lives to the next. A journey can open new doors that one never new existed and create exciting opportunities towards the future. But to some the very notion of a journey to some can be scary and create hesitation when embarking on them alone. However, that fear can be relieved when you have a guide to take you on these journeys towards the future. IGT is a company that prides itself as being one of the gaming industry leaders in innovation and technology. It is a company that is currently on a journey towards the future of creating new and exciting experiences for its clients. At G2E 2014, IGT has the opportunity to invite new and existing clients to take this journey with their new brand. A journey to the future of gaming and technology A journey of infinite user accessibility and interconnection A journey of the future of gaming as we know This journey can allow for visitors to experience their reliability first hand. It will display their courage amongst their competitors. Express that they are pioneers within the industry. Show their collaborative nature. And most importantly express their ingenious approach as business and to gaming experience.
IGT CONCEPT PROPOSAL
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TREVOR STEELS FIT
DESIGN CONCEPT: Create a transportation terminal to engage, inform, and invite potential clients to join ITG on a journey of endless innovation and possibilities. The terminal will serve as a destination point
for visitors to obtain information pertaining IGT’s new brand and all of the devices that are offered to create new, memorable and infinitely accessible experiences for a global clientele.
IGT CONCEPT PROPOSAL
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MOOD + FEELING The terminal will reflect the simple yet elegant recent rebranding of ITG. It will convey a sense of heightened technological understanding while still maintaining a minimal and simple overall design. It will utilize interior and exterior galleries and create spatial separation and the experience of the overall journey concept.
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TREVOR STEELS FIT
PHYSICAL OBJECTIVES:
Booth: 50’ x 60’ exhibit (3,000 sq. ft ) • • • • • • • • • •
Grande Impression / Aisle impression Check-in / Reception area Overall IGT brand impression DoubleDown Attendee Experience New Mega Jackpot Game 50 new games Executive Conference room (2) meeting areas At least 100 sq. ft. of storage Large Graphic Impressions
GAMING GALLERY lower level open to exterior
CENTRAL CORE: TERMINAL HUB
transitional aisles INFOGRAPHIC SPACE: DOUBLE DOWN ENCLOSED SPACE
transitional aisles
lower level open to exterior
GAMING GALLERY
RECEPTION
RECEPTION
·MEETING ROOMS ·CONFERENCE SPACE ·ADMINISTRATION ·PROJECTION SPACE ·DOUBLE DOWN LOUNGE
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RECEPTION
RECEPTION
IGT CONCEPT PROPOSAL
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TREVOR STEELS FIT
STUDY MODELS: DISRUPTIVE DEMANDING DIFFERENT EXPERIENCE: While navigating the booth, visitors will be introduced to the sensation of taking off and preparing for the journey that awaits them. Slivers of negative space will allow guests from the outside to gain glimpses of the spaces interior disrupting their attention and drawing them inwards. Multiple level shift will create different spatial experiences demanding them to explore and engage with the space.
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IGT CONCEPT PROPOSAL
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TREVOR STEELS FIT
BRAND EXPERIENCE:
PRE-SHOW: Because visitors will be gaming industry employees from around the globe, the pre-show engagement will be delivered in two parts. The first part will be a detailed itinerary and ticket to join IGT for the launching of their new brand and the series of events that will be held at the official IGT terminal. The second will be a customized travel kit to assist them in their journey. The point is to give these individuals something functional and an item that will be used by the individual on a regular basis. The guests who will be attending G2E range from executives, corporate managers, tribal leaders, buyers and other industry professionals. Because these individuals travel on a regular basis, the pre-show kit can provided a constant reminder of IGT Brand and experience.
IGT CONCEPT PROPOSAL
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G2E 2014 IGT TERMINAL:
IGT CONCEPT PROPOSAL
“ The journey of a million miles begins with the first step”
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A journey to the future of gaming and technology
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A journey of infinite user accessibility and interconnection
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A journey of the future of gaming as we know
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TREVOR STEELS FIT
PLAN: 2
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6 2 Legend: 1.
Reception/Check in
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Gaming Galleries
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Double Down
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Metting Space/Lounge
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Conference Room
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Integrated Storage
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IGT CONCEPT PROPOSAL
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1. Aluminum Extrusion Structure
2. Tensile Fabric Cover w/ Printed Graphics
IGT CONCEPT PROPOSAL
3. Removable Acoustic Glass Partition
4. Molded White Corian
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RECEPTION+CHECK IN:
WELCOME TO THE IGT TERMINAL: The reception/check-in area will be located on both sides of the stand to maximize interaction with G2E attendants. Visitors will be greeted at the check in stations and assisted by IGT attendants in obtain further information pertaining to products and services. The check in station will be positioned allowing for visitors to have brief glimpses of the terminal interior, but not allowing full view of the programs happening within. This is meant to heighten the curiosity of visitors and have want to transition inside in order to participate.
IGT CONCEPT PROPOSAL
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TERMINAL CORE:
IGT CONCEPT PROPOSAL
DOUBLE DOWN EXPERIENCE:
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The Terminal Core is located in the central and enclosed portion of the stand. The hub is an elevated platform that surrounds in its inhabitants in a technologically immersive atmosphere. Within the hub, visitors will experience Double Down not only by playing on the interactive interfaces provided, but witness its user accessibility and statistics in a live-time projected feed. The projection will be displayed upon the fabric surfaces that surround the elevated platform creating an immersive and informative atmosphere. The elevated hub serves as secondary casual meeting spaces for visitors as well as an area to host special events that IGT has planned throughout G2E.
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TREVOR STEELS FIT
INTERACTIVE INTERFACE:
EVE: EMULATED VIRTUAL EXPERIENCE Visitors will not only have the opportunity to interact with the staff member of IGT who are overseeing the booth; they will have the chance to interact with IGT’s own interactive virtual attendant EVE. When visitors use the information station surface located in the hub they will be greeted by EVE and be prompted to engage with the Terminal Database. EVE will provide a face and voice to the numbers and statistical information that visitors might be trying to obtain pertaining to IGT and it’s resources. EVE will assist and encourage visitors to learn more and participate in the journey that IGT is making in the gaming industry.
IGT CONCEPT PROPOSAL
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CONFERENCE ROOM:
IGT CONCEPT PROPOSAL
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It is the intent that this journey that IGT is embarking on will not end with the completion of G2E. It is a journey that will continue for years to come as the company continues to strive for excellence within gaming experience. This journey is something that could be incorporated within the brand of the company as well as creating an architectural identity within. A frame work for years to come and the exciting strides towards newly developed experiences in the future of IGT.
IGT CONCEPT PROPOSAL
“ JOIN US FOR TAKEOFF AT THE IGT G2E 2014 TERMINAL. LAUNCHING POINT TOWARD THE FUTURE OF GAMING EXPERIENCE.”
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