Leading Future Decoded for Lenovo

Our client Lenovo was a Platinum Sponsor of Microsoft’s Future Decoded tech event. We created a multi-area stand to make our client stand out from the crowd.

B&D was asked to design, build and manage a stand at Microsoft’s Future Decoded event for the second year running, showcasing its latest commercial products, as well as its AzureStack server units.

Future Decoded is a two-day event entailing keynote speeches, breakout sessions, networking and an expo floor which allows delegates understand how they can grow and change their business through digital transformation and technology. Lenovo had two prominent speeches around security and its US ThinkShield campaign, and wanted the overall stand concept to link to this.

Due to the event being held by one of their biggest sponsors and also housing competitor stands, Lenovo wanted to be bold, premium and interactive to stand out from the rest. The stand also needed to communicate the ThinkShield campaign with its overall concept, colour range, imagery, theming & giveaways. To do this we created a 360 protective “shield” around out stand, with four pillars in each corner with shield-shaped screens displaying content.

To increase stand interaction we also created a “crack the code” game, where we gave away three security doorbells & a Lenovo E range laptop, protected by ThinkShield.