Svenska
On 12 October 2023, Snowflake held its Data Cloud World Tour at Avicii Arena in Stockholm, commissioned by Creative Meetings. EDGE delivered a complete design and technology solution across the full arena – a two-part environment with conference and sessions on the north side and an exhibition with lounge areas on the south side.

The stage was built with three separate LED screens tied together by Edgetron fixtures, forming one unified stage for the opening keynote. After the opening, illuminated drape fabrics were lowered from truss to divide the seating into three zones for parallel sessions using silent conference technology.

The exhibition was built around EDGE's TV columns – a refined and quickly customisable module with a backdrop wall and integrated screen – complemented by in-house produced exhibition counters in white lacquer with plywood tops and built-in cable management. Six Black Diamond stands, a podcast studio, a helpdesk and two large lounges along the sides completed the environment.

Snowflake named the Stockholm stop Internal Event of the Year – competing against cities including Dubai, Berlin and Sydney.

Project photos

Huvudscen med tre LED-skärmar och Edgetron-armaturer – Snowflake World Tour 2023, Avicii Arena Paneldiskussion på scen – Snowflake Data Cloud World Tour 2023, Avicii Arena Belysta slöjtyger delar sittningen i tre zoner – Snowflake World Tour 2023, Avicii Arena TV-pelare som mässmonter – Snowflake Data Cloud World Tour 2023, Avicii Arena Lounge längs arénans långsida – Snowflake Data Cloud World Tour 2023, Avicii Arena Mässhall på södra sidan av Avicii Arena – Snowflake Data Cloud World Tour 2023 Black Diamond-monter – Snowflake Data Cloud World Tour 2023, Avicii Arena Konferens på norra sidan av Avicii Arena – Snowflake Data Cloud World Tour 2023 Scen med LED-skärmar och Edgetron-armaturer – Snowflake Data Cloud World Tour 2023, Avicii Arena Snowflake Data Cloud World Tour 2023 på Avicii Arena – premiummiljö och helhetsbild TV-pelare med folierad front – Snowflake Data Cloud World Tour 2023, Avicii Arena Specialbyggd mässmiljö med TV-pelare och lounger – Snowflake World Tour 2023, Avicii Arena Mässtorg med TV-pelare och Black Diamond-montrar – Snowflake World Tour 2023, Avicii Arena Entré och registrering – Snowflake Data Cloud World Tour 2023, Avicii Arena Registreringsdisk – Snowflake Data Cloud World Tour 2023, Avicii Arena Fågelperspektiv – Snowflake Data Cloud World Tour 2023 på Avicii Arena Bakom kulisserna – riggning inför Snowflake World Tour 2023, Avicii Arena Print och branding – Snowflake Data Cloud World Tour 2023, Avicii Arena Specialproducerade slöjtyger för tysta möten – Snowflake World Tour 2023, Avicii Arena EDGE:s projektledare på plats – Snowflake Data Cloud World Tour 2023, Avicii Arena EDGE:s ägare Erik, Kai och Andreas – Snowflake Data Cloud World Tour 2023, Avicii Arena

Our delivery

For this project we delivered:

  • Sound

    Wireless Axient microphones and mixing desk for the conference. Silent conference technology with 650 headsets across three zones. Handheld microphones and saxophone mic for DJ stage. PA for DJ and background music in the exhibition. Read more about sound

  • Light

    Moving fixtures on front and back truss and Edgetron fixtures between video surfaces on main stage. Mood lighting with LED wash in ceiling and LED bars. Exhibition spotlights for stands and moving fixtures with gobos in lounge areas. LED bars for illuminated drape fabrics in silent session zones. Read more about light

  • Video & LED

    Three LED screens (5.5×3 m each) on main stage. Camera production with manned studio cameras and PTZ cameras. TV column stands with 49-inch screen each. Six 65-inch screens on Black Diamond stands. Agenda screens and breakout screens. Read more about video & led

  • Decor & Set Design

    Podium stage 26×6 m with blue needle felt carpet and set design with an ice and snow feel. Black backdrop 30 m wide. Tiered seating and auditorium. Drape fabrics for silent session zones. Lounge furniture with sofas, armchairs and bookshelves along the sides. Popcorn stations and centre lounge. Read more about decor & set design

  • Carpentry

    Black hard stage fascias. In-house produced white lacquer exhibition counters with plywood tops and built-in cable management. Plywood fascias for TV columns. DJ stage 4×3 m. Read more about carpentry

  • Print

    Full vinyl wrap of registration walls and desks. Vinyl on stairways, dibond columns and TV column stands. QR code vinyl on Avicii Arena's standing tables. Printed backdrops for kiosks. Cut-out city silhouettes and hero figures for main stage. Read more about print

  • Content & Graphics

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

  • Project Management

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

Project photos

Main stage with three LED screens and Edgetron fixtures – Snowflake World Tour 2023, Avicii Arena
Custom-built stage with three separate LED screens tied together by Edgetron fixtures – forming one unified stage for the opening keynote at Snowflake Data Cloud World Tour 2023 at Avicii Arena
Panel discussion on stage – Snowflake Data Cloud World Tour 2023, Avicii Arena
Panel discussion on stage at Snowflake Data Cloud World Tour 2023 at Avicii Arena in Stockholm
Illuminated drape fabrics dividing seating into three zones – Snowflake World Tour 2023, Avicii Arena
Illuminated drape fabrics lowered from truss divided the seating into three zones for parallel sessions using silent conference technology – Snowflake Data Cloud World Tour 2023, Avicii Arena
TV column exhibition stand – Snowflake Data Cloud World Tour 2023, Avicii Arena
EDGE's TV column with vinyl-wrapped front and integrated 49-inch screen – a refined and quickly customisable exhibition stand at Snowflake World Tour 2023 at Avicii Arena
Lounge along the arena's long side – Snowflake Data Cloud World Tour 2023, Avicii Arena
Lounge area with sofas, armchairs and bookshelves along the arena's south side – produced by EDGE for Snowflake Data Cloud World Tour 2023
Exhibition hall on the south side of Avicii Arena – Snowflake Data Cloud World Tour 2023
Exhibition hall with TV columns, Black Diamond stands, lounges and helpdesk on the south side of Avicii Arena – Snowflake Data Cloud World Tour 2023
Black Diamond exhibition stand – Snowflake Data Cloud World Tour 2023, Avicii Arena
Black Diamond exhibition stand with vinyl-wrapped fronts, 65-inch screen and plywood-top counter – one of six produced by EDGE for Snowflake Data Cloud World Tour 2023
Conference on the north side of Avicii Arena – Snowflake Data Cloud World Tour 2023
Conference with stage, LED screens and complete lighting and video solution on the north side of Avicii Arena at Snowflake Data Cloud World Tour 2023
Stage with LED screens and Edgetron fixtures – Snowflake Data Cloud World Tour 2023, Avicii Arena
Stage with three LED screens, Edgetron fixtures and blue needle felt carpet at Snowflake Data Cloud World Tour 2023 at Avicii Arena in Stockholm
Snowflake Data Cloud World Tour 2023 at Avicii Arena – premium environment and full view
Full view of Snowflake Data Cloud World Tour 2023 at Avicii Arena – conference and exhibition produced by EDGE. Named Internal Event of the Year by Snowflake.
TV column with vinyl-wrapped front – Snowflake Data Cloud World Tour 2023, Avicii Arena
Detail of TV column with vinyl-wrapped front and integrated screen – EDGE's standard module for quickly customisable exhibition stands, Snowflake World Tour 2023
Custom-built exhibition environment with TV columns and lounges – Snowflake World Tour 2023, Avicii Arena
Custom-built exhibition environment with TV columns, in-house produced exhibition counters and lounges – produced by EDGE for Snowflake Data Cloud World Tour 2023 at Avicii Arena
Exhibition floor with TV columns and Black Diamond stands – Snowflake World Tour 2023, Avicii Arena
Exhibition floor with TV columns, Black Diamond stands, helpdesk and lounges at Avicii Arena – Snowflake Data Cloud World Tour 2023
Entrance and registration – Snowflake Data Cloud World Tour 2023, Avicii Arena
Entrance with blue needle felt carpet and entrance pillars at Avicii Arena – entrance décor produced by EDGE for Snowflake Data Cloud World Tour 2023
Registration desk – Snowflake Data Cloud World Tour 2023, Avicii Arena
Custom-built registration desk with full vinyl wrap at the entrance to Snowflake Data Cloud World Tour 2023 at Avicii Arena
Bird's eye view – Snowflake Data Cloud World Tour 2023 at Avicii Arena
Bird's eye view of the full event – conference on the north side and exhibition with lounges on the south side of Avicii Arena at Snowflake Data Cloud World Tour 2023
Behind the scenes – rigging ahead of Snowflake World Tour 2023, Avicii Arena
Behind the scenes: truss rigging and installation ahead of Snowflake Data Cloud World Tour 2023 at Avicii Arena in Stockholm
Print and branding – Snowflake Data Cloud World Tour 2023, Avicii Arena
Print and branding in Snowflake's visual identity – part of EDGE's complete delivery for Snowflake Data Cloud World Tour 2023 at Avicii Arena
Custom-produced drape fabrics for silent sessions – Snowflake World Tour 2023, Avicii Arena
Custom-produced illuminated drape fabrics on truss – dividing the seating into three zones for parallel sessions with silent conference technology at Snowflake World Tour 2023
EDGE's project manager on site – Snowflake Data Cloud World Tour 2023, Avicii Arena
EDGE's project manager on site at Snowflake Data Cloud World Tour 2023 at Avicii Arena in Stockholm
EDGE's owners Erik, Kai and Andreas – Snowflake Data Cloud World Tour 2023, Avicii Arena
EDGE's owners Erik, Kai and Andreas on site at Snowflake Data Cloud World Tour 2023 at Avicii Arena – one of EDGE's largest projects of 2023