Challenge
Reposition Dell through an experience-first lens—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 clear 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. The result was an experience-first showcase that reframed Dell as a pioneer shaping tomorrow’s technology today.

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