Step into the Metaverse! 👾 Facebook, now rebranded as Meta, is revolutionizing virtual reality with the Meta Quest, a standalone VR headset that delivers cutting-edge performance, stunning visuals, and advanced mixed-reality features. It offers cutting-edge performance, visuals, and advanced mixed-reality capabilities (technology has come a long way since the days of Space Invaders and Pac-Man…). When Vibrant Marketing set out to create an open-concept experiential display for a collaboration between Meta and Best Buy, they turned to us to bring their vision to life at West Edmonton Mall.
The holiday season turns malls into vibrant, bustling hubs, making them ideal for impactful product marketing. West Edmonton Mall, one of North America’s busiest shopping centres, welcomes an incredible 30.8 million visitors annually—especially during the holiday rush. That’s more than seven times the entire population of Alberta!
Project Display Requirements
custom 10×10 open-concept modular display
Project Concept
The purpose of this collaboration between Meta and Best Buy was to create an experience for mall passersby to try out the new Meta Quest product. This pop-up marketing display was set up near Best Buy in the mall, creating a hands-on experience for shoppers.
The concept and design was created by Vibrant Marketing, and features an X-shaped freestanding wall section from above to anyone passing by on the second floor. This shape creates 4 different sections, each of which features a different design and scenario that VR users are immersed in: a zone for gaming, working out, travelling, and a reception area for visitors to ask questions.
Display Components
Framing and Hardware
The beMatrix system was used as the framework for the display, offering a versatile, lightweight solution that’s easy to install and transport. We selected fabric for its aesthetic appeal, ease of use, and quick fabrication. Each of the featured tv monitors was fitted with custom-made brackets hidden under the fabric panels. The end caps were custom-made from wood and painted to match the blue brand colour.
Custom “Gaming Zone” LED Sign
Our fabrication process began with Vibrant Marketing providing us with detailed images and designs for each room, along with the signature “Meta Blue” colour swatch details to ensure an exact match. We created the “Gaming Zone” LED sign in-house using a neon silicone-encased LED strip. First, we fabricated the outline, then carefully measured and cut the LED strip to fit each letter. The wiring was meticulously screwed and aligned into place, for a seamless, illuminated effect.
Boxing Glove Wall
For the custom punching glove walls, dowels were sanded and screwed into a custom-built panel secured to the beMatrix frame. The fabric wall panel had pre-cut holes to fit over the dowels. When we opened a box with 45 pairs of boxing gloves, we thought Tracey and Dave were starting a company fight club. 🥊😬 Thankfully, the gloves were just placed onto the dowels to create a fun feature wall.
Vinyl Floor Decals
The large vinyl floor decal that ties the branded space together was printed in-house on vinyl. Due to its size, the circular panel was printed in six separate sections. The round edges were carefully hand-trimmed with precision by our skilled team.
Installation
We sent our skilled installers from Calgary to Edmonton, truck loaded with the display and all the necessary equipment for setup. To avoid the hustle and bustle of the mall, they worked overnight when the mall was closed, with easy access to the loading dock. One of the most critical tasks was ensuring the power connection for the TVs, which would showcase the Meta Quest, was flawless. The team worked tirelessly, late into the night and early morning, to get everything up and running smoothly before the mall opened its doors. After the weekend rush, they returned to dismantle the display and head back to Calgary. Our quest for Meta Quest was completed!
Experiential Marketing Display Fabrication
Let our talented team bring your marketing vision to life. From conceptualization and industrial design to fabrication, installation, and dismantling, we manage every step of the process to ensure your project is a success.