The brand experience agency Amplify has created its largest ever stand for PlayStation at Paris Games Week, plus the brand’s major press event, PlayStation’s Paris Media Showcase.

Paris Games week is one of the world’s largest global consumer gaming events, welcoming more than 350,000 consumers over five days. Amplify worked to exceed the brand’s and fans’ expectations, evolving the stand design to be more open, featuring key neon touch points that give the space a highly visible glow. Amplify also created the bespoke identity concept for the brand’s Paris Games Week presence.

Featuring major PlayStation announcements alongside the brand’s latest products and titles, Paris Games Week ran from November 1-5 . The project marks Amplify’s seventh consecutive year of designing, building and managing the event. In addition, Amplify is responsible for designing, producing and managing the PlayStation stand’s EA Battlefront II and Netflix Stranger Things experiences.

Richard Brunois, director of communications at PlayStation, commented: “In the seven years we’ve been working with Amplify, they’ve always delivered seamless, fun and memorable experiences for gamers and media in Paris. But this year’s execution has taken the stand a level up with its vast scale and engaging content; a befitting launch for our most anticipated title Detroit and our new range of friends and family games PlayLink.”

Ahead of the Paris Games Week activation, Amplify delivered PlayStation’s Paris Media Showcase: A large event for the brand to make exclusive announcements to international media at La Grande Arche on October 30 . Working with Stungun, Amplify created the brand’s European press conference, which was live streamed globally to millions of fans in eight languages. To ensure maximum engagement, the event visuals were spectacular and featured high impact video content, theatrical special effects and state of the art audiovisual technology.

Isabelle Adams, European events manager at SIEE, commented: ‘At Sony Interactive Entertainment, we set our sights higher than ever with the vision for Paris Games Week Media Showcase 2017. What we wanted to achieve was a spectacular show, groundbreaking and cutting edge, all for the players. Amplify met our expectations and more, delivering a best in class show effortlessly and always a pleasure to work with.”

Jonathan Emmins, founder of Amplify, added: “We’re lucky that PlayStation was one of Amplify’s founding clients nearly nine years ago. Each year PlayStation continues to excite and innovate. Thanks to our long-term relationship, deep levels of understanding and trust, we’re able to go on fast-paced and exciting journeys together. Each year, we push ourselves, we evolve and we refine. That is why this year’s Paris Showcase and stand are the biggest and best yet.”