Create an Outdoor Hub for 30K People

IBM Think

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Brief

When IBM brought its flagship “Think” conference to San Francisco, there was just one hitch: the expected attendance far outpaced the capacity of Moscone Center. Big Blue enlisted the help of Hartmann Studios to create a unified, outdoor attendee experience out of thin air.

Strategy

Creative Services

Digital Services

Event Production

Technical Production

Results

As the first agency to ever close Howard Street and turn it into event space (Oracle OpenWorld 2006), the Hartmann Studios team knew just how to open up 40,000 usable square feet on IBM’s behalf—Think Park was born.

30,000 attendees traversed 15 separate venues and Think Park served as the central hub for their conference experience. Howard Street was transformed from black asphalt into an immersive brand atmosphere, featuring networking zones, digital content, lounge areas, a keynote presentation theater and ample food distribution points.

Think Park allowed business leaders from around the globe to not only unite in learning and networking, but to have fun on a major city thoroughfare that felt like anything but.

40,000

Square Feet of Outdoor Conference Space

30,000

Conference Attendees

Unique Venues

Street Completely Transformed