Svenska
On 30 May 2023, Google held the Retail AI Advantage event at A House in Stockholm, commissioned by Utsikt Kommunikation. EDGE delivered a complete design and technology solution across two separate spaces – a mini exhibition and networking environment in Backstage, and a conference and stage production in A Stage.

In Backstage, exhibition stations were built with vinyl-wrapped walls and custom carpentry trellis walls fitted with neon fixtures. The stations were tied together with Edgetron fixtures, LED walls and mood lighting. A custom-built reception desk and floor vinyl in the event's graphic language completed the look.

Guests were guided into A Stage through a custom-built entrance tunnel fitted with wireless Astera tubes. Inside, they were met by a white high-gloss podium stage with a recessed LED strip along the edge. The set design mixed a high-resolution LED screen with Edgetron fixtures, and the room was dressed with vinyl wraps and a detailed mood lighting programme.

Project photos

A Stage, A House Stockholm – Google AI Advantage 2023 Miljöljus i A Stage, A House Stockholm – Google AI Advantage 2023 Specialbyggd entréportal med Astera-rör, A House Stockholm – Google AI Advantage 2023 Mingel och minimässa i Backstage, A House Stockholm – Google AI Advantage 2023 Specialbyggd entréportal till A Stage, A House Stockholm – Google AI Advantage 2023 Golvfoliering i Googles färger, A House Stockholm – Google AI Advantage 2023 Vit högblank scen med infälld ljuslist, A Stage A House – Google AI Advantage 2023 Sittning framför scen, A Stage A House Stockholm – Google AI Advantage 2023 A Stage i full gång, A House Stockholm – Google AI Advantage 2023 Konferens i A Stage, A House Stockholm – Google AI Advantage 2023 Väggfolieringar i Googles profil, A Stage A House – Google AI Advantage 2023 Företagsevent i A Stage, A House Stockholm – Google AI Advantage 2023 Dekor och scenografi i A Stage, A House Stockholm – Google AI Advantage 2023 Scenografidetalj, A Stage A House Stockholm – Google AI Advantage 2023 Entré till Backstage, A House Stockholm – Google AI Advantage 2023 EDGE lastbil vid A House Stockholm inför Google AI Advantage 2023 Inlastning vid A House Stockholm inför Google AI Advantage 2023 EDGE-teamet på plats vid A House Stockholm – Google AI Advantage 2023

Our delivery

For this project we delivered:

  • Sound

    Conference PA system in A Stage with wireless microphones and mixer. Background music system for networking in Backstage. Read more about sound

  • Light

    Wash fixtures on back, side and front truss in A Stage. Edgetron fixtures as scenic lighting. Astera tubes on balcony, light globes and LED bars for mood lighting in A Stage. Edgetron fixtures in entrance tunnel and Backstage. LED bars and fork fixtures in Backstage. Read more about light

  • Video & LED

    LED centre screen 6×3 m and 2 portrait LED columns in A Stage. 3 portrait LED columns and three 65-inch screens in the exhibition stations in Backstage. Agenda screen at entrance. Read more about video & led

  • Decor & Set Design

    White high-gloss podium stage with rounded corners and recessed LED strip. Armchairs in yellow and blue, white chairs and side table. Custom-built entrance portal to A Stage. Reception desk, standing tables and networking furniture in Backstage. Read more about decor & set design

  • Carpentry

    White hard stage fascias. Trellis walls with neon fixtures for exhibition stations in Backstage. Tunnel frame for entrance portal. Cladding for screens and LED columns. Read more about carpentry

  • Print

    Full vinyl wrap of exhibition station back walls. Entrance signs, window vinyl and corridor sign. Floor vinyl in the event's graphic language. Wall vinyl in A Stage and Backstage. Read more about print

  • Content & Graphics

    3D sketches and floor plans ahead of production. Motion graphics for LED screens. Print originals for all print productions. Read more about content & graphics

  • Project Management

    Delivery and build was coordinated by our project manager Andreas "Kebbe" Kebbon. Read more about project management

Project photos

A Stage, A House Stockholm – Google AI Advantage 2023
Refined conference environment in A Stage, A House – white high-gloss stage, LED screen and Edgetron fixtures produced by EDGE for Google AI Advantage 2023
Mood lighting in A Stage, A House Stockholm – Google AI Advantage 2023
Mood lighting with Astera tubes on balcony, light globes and LED bars in A Stage – produced by EDGE for Google AI Advantage at A House 2023
Custom-built entrance tunnel with Astera tubes, A House Stockholm – Google AI Advantage 2023
Custom-built entrance tunnel with around thirty wireless Astera tubes creating a distinctive sense of arrival into A Stage – Google AI Advantage at A House 2023
Networking and mini exhibition in Backstage, A House Stockholm – Google AI Advantage 2023
Backstage at A House with exhibition stations, vinyl-wrapped walls, custom carpentry trellis walls with neon fixtures and LED walls – produced by EDGE for Google AI Advantage 2023
Custom-built entrance portal to A Stage, A House Stockholm – Google AI Advantage 2023
Entrance to A Stage with custom-built portal and wireless Astera tubes – one of EDGE's design details for Google AI Advantage at A House 2023
Floor vinyl in Google's colour palette, A House Stockholm – Google AI Advantage 2023
Floor vinyl in the event's graphic language – part of EDGE's print and décor solution for Google AI Advantage at A House 2023
White high-gloss stage with recessed LED edge lighting, A Stage A House – Google AI Advantage 2023
Custom-built white high-gloss podium stage with recessed LED strip along the edge and Edgetron fixtures as set design – produced by EDGE for Google AI Advantage in A Stage, A House 2023
Audience seating in front of stage, A Stage A House Stockholm – Google AI Advantage 2023
White chairs and seating in front of the custom-built stage in A Stage – produced by EDGE for Google AI Advantage at A House 2023
A Stage in full swing, A House Stockholm – Google AI Advantage 2023
Google Retail AI Advantage in A Stage at A House – conference with custom-built stage, LED screen, Edgetron set design and mood lighting produced by EDGE 2023
Conference in A Stage, A House Stockholm – Google AI Advantage 2023
Speaker on stage at Google Retail AI Advantage in A Stage, A House Stockholm, 30 May 2023
Wall vinyl in Google's graphic profile, A Stage A House – Google AI Advantage 2023
Wall vinyl in Google's graphic profile in A Stage – part of EDGE's print and branding solution for Google AI Advantage at A House 2023
Corporate event in A Stage, A House Stockholm – Google AI Advantage 2023
Audience and speaker at Google Retail AI Advantage in A Stage, A House Stockholm – conference and stage production by EDGE 2023
Set design and décor details in A Stage, A House Stockholm – Google AI Advantage 2023
Set design details in A Stage – Edgetron fixtures, LED walls and wall vinyl in Google's colours, produced by EDGE for Google AI Advantage 2023
Set design detail, A Stage A House Stockholm – Google AI Advantage 2023
Set design with Edgetron fixtures and LED screen in A Stage – detail from EDGE's complete solution for Google AI Advantage at A House 2023
Entrance to Backstage, A House Stockholm – Google AI Advantage 2023
Entrance to the networking and exhibition area in Backstage at A House – vinyl-wrapped and decorated by EDGE for Google AI Advantage 2023
EDGE truck at A House Stockholm ahead of Google AI Advantage 2023
EDGE's truck loading in at A House Stockholm ahead of the build for Google Retail AI Advantage 2023
Load-in at A House Stockholm ahead of Google AI Advantage 2023
Behind the scenes: load-in and material handling at A House Stockholm ahead of EDGE's build for Google AI Advantage 2023
EDGE team on site at A House Stockholm – Google AI Advantage 2023
EDGE's team on site at A House Stockholm during the build of Google Retail AI Advantage, May 2023