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Xbox Goes For Greenspace at E3For E3 2005, XBox broke from the traditional trade-show mold, designing a gaming environment to support the vision of their new brand, XBox 360. To create this innovative experience, XBox teamed up with Purepartner by design, a New York City based design firm.
Purepartner by design was challenged to bring alive the attitude and philosophy of XBox 360 in the context of the global gaming community. The entire E3 experience grew out of XBox's recognition that, within the gaming lifestyle, there is a symbiotic relationship between individual self-expression and the building of a communal culture.
After a full immersion into the XBox 360 brand personality and the E3 experience, Purepartner by design developed the concept they would use as the foundation for the E3 environment: a public green space. Understanding the scale of the Los Angeles Convention Center as a microcosmof a major metropolitan area, and envisioning XBox's E3 presence as a component of that area, they mapped out a space that began to resemble an urban oasis surrounded by a grid of city blocks.
The analogy is a fitting one. A revitalizing oasis within a dynamic cityscape reflects XBox's dedication to creating a forum for self-expression and community - an effort that parallels and supports the steady evolution of gaming culture itself. And as a place for th
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May 17, 2005 | Viewed 22,295 time(s)
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