DreamHack Activation.

The brief

DreamHack (the global gaming festival series) needed an activation booth that could travel between events: a presence that would work at DreamHack Dallas, DreamHack Atlanta, and DreamHack Summer (Sweden) without needing rebuild from scratch each time.

The brand was clear: gaming, energy, community. The constraint was logistics: the activation had to ship across continents, install in 24 hours, and be visually arresting enough to anchor a show floor full of vendors fighting for attention.

Our approach

We designed a modular tournament zone with three configurations (small, medium, large) that drew from the same component kit. The same hardware shipped between shows, with the layout reconfiguring per venue. Graphics swapped to reflect the city, the event partners, and the in-show tournaments.

Key design moves:

• Modular kit, multiple footprints: same components configure as 20×20, 30×40, or 50×60
• Tournament zone: multiple paired stations for head-to-head play, with overhead camera mounts
• Streaming setup: broadcast-ready production booth with audio isolation and on-air lighting
• Branded photo ops: designed for social-first sharing, with city callouts that swap per show
• Lightweight shipping cases. 4 cases per kit, manageable for international freight

The execution

Fabrication in our shop over 8 weeks. Modular hardware engineered for repeated assembly without tool-up labor. Graphics printed in two sets, one English, one bilingual for the European show.

Install times across the three shows: 18 hours, 22 hours, 16 hours respectively. Our crew traveled with the kit to the first two shows; the European venue was handled by our EU partner shop using our shop drawings.

"FC Exhibits' digital marketing and event services were invaluable. They helped us reach a wider audience and achieve our business goals." , Jemima A., DreamHack

The result

The activation traveled across three continents over the season with zero shipping damage and on-time install at every venue. Tournament participation hit capacity at each show. The streaming production booth pushed broadcast hours into the millions of streamed minutes.

The kit is in service for next season, with three more cities planned and graphics already in design.