Challenge
Create an experience-first approach that makes people reappraise Dell—one that prompts audiences to rethink the brand and recognize its forward-looking innovation. The task was to create a cohesive, immersive environment for CES 2019 that could communicate Dell’s future vision, highlight its engineering leadership, and guide visitors through a multifaceted narrative that connects products, stories, and technological possibilities.

Solution
I designed the Dell Experience as a large-scale, interactive environment centered on the theme “Visionary Perspectives.” The space used dynamic linear motifs to represent multiple viewpoints, drawing explicit parallels between Dell’s diverse products and its expansive capabilities. These lines served as narrative pathways, guiding visitors through distinct zones that collectively told a unified story about the future of computing.

Result
"Strong collaboration and big ideas led to one of the best CES activations in Dell's history." - Timothy Emr - Marketing Director, Dell
Awarded “Best Brand Experience” Bronze 2019 - North America by Transform Magazine.

Video: © Dell and FITCH Photos: © Dell and Chris Griggs