100% custom – and our first Best Booth Design
It wasn't the first time we built a great booth — but it was the first time we won a prize for it.On behalf of Archetype, we designed and produced a custom-built booth with a strong tech feel for Lenovo at Dreamhack 2024 at Stockholmsmässan in Älvsjö, 22–24 November.
No off-the-shelf wall systems, no standard products — here creativity, design and function led the way throughout. The result was a smart, functional and sustainable booth that was also awarded Best Booth Design.
The design is by our in-house designer Carl Bonnevier. Carpentry, lighting, video and print were all produced by the EDGE team in Sollentuna and installed on site in Hall A at Stockholmsmässan.
Project photos
Our delivery
For this project we delivered:Sound
Two speakers were rigged in the truss for background music and paging in the booth, complemented by two wireless microphones for hosts and presentations. Read more about soundLight
The entire lighting design was built into the set. In the truss box above the booth, LED Wash and LED flood fixtures provided even general lighting across the whole floor area.
LED tape was set into routed channels in the gloss black floor, along the perforated metal sections of the side walls and in the octagonal plinth – around 100 metres in total, integrated directly into the carpentry so it disappeared into the design. Read more about lightVideo & LED
Above the booth we raised a four-sided LED banner in the truss totalling 30 m², visible across the entire hall and broadcasting Lenovo's messaging in 360 degrees. A larger LED wall measuring 4.5 × 2.5 metres was built into the backdrop, and three 49-inch screens were placed at the workstations for product information.
All video output was driven from a playout station with a Watchout server, computer and Streamdeck so the booth team could switch content quickly across the three days of the fair. Read more about video & ledDecor & Set Design
At the workstations we placed eleven black height-adjustable desks and ten dark grey gaming chairs in fabric upholstery, chosen to maintain a consistent tech feel throughout the booth. Read more about decor & set designCarpentry
All of the carpentry in the booth was produced in-house, from construction drawings to spray-painted finish.
At the two main entrances we built L-shaped counter modules in four sections with integrated back walls, perforated metal on the sides and routed channels for LED strips. The counters have built-in cabinets with doors and cable routing through the structure.
The central back wall was built as three MDF sections with kply cladding, around 4.8 × 2.65 metres, complemented by two side walls in MDF and perforated metal with built-in LED strips.
As a centrepiece we also built an octagonal plinth, 50 × 50 × 100 cm, for Lenovo's dog tag printer, with channels for LED strips and built-in cable runs.
The entire booth floor was built on a sub-floor allowing cable routing, clad with a gloss black surface with routed channels for LED tape, fitted pass-pieces and floor trims for a fully even finish. Read more about carpentryPrint
The booth's messaging fields were wrapped in print & cut vinyl on the inside of the furniture. The entire back wall, rear side walls and outer corners were fully wrapped in the fair's graphic design.
All vinyl was printed with water-based latex ink as an active sustainability choice for the project. Read more about printContent & Graphics
Ahead of production we produced the print artwork for the vinyl wrap and a rigging plan for the fair covering the truss box and LED rig. Read more about content & graphicsConcept & Visualisation
Carl Bonnevier produced the 3D sketches and set design that formed the basis of the whole booth, with several rounds of revisions ahead of the fair. Read more about concept & visualisationProject Management
Delivery and build was coordinated by our project manager Andreas "Kebbe" Kebbon. Read more about project management
