Microsoft Visual Studio & Azure Connect( );

November 2014. New York City, NY, Spring Studios

​Microsoft's developer product division, Visual Studio, brought their “cloud-first, mobile-first” story to life with a bold two-day conference event at Spring Studios in New York City. Drawing 270 attendees to the high-touch, in-person experience and over 340,000 online, the event generated unprecedented engagement from the developer and IT communities.

Led by Executive Vice President of the Cloud and Enterprise Group, Scott Guthrie, and Corporate Vice President Developer Division, S. Somasegar, the Keynote event focused on .NET and Visual Studio product announcements and was heralded as a “milestone moment for Microsoft".

Spring Studios, a recently opened, raw space in NYC’s trendy TriBeCa neighborhood, provided a clean, contemporary environment featuring 22’ floor-to-ceiling windows. It was the perfect setting for an event dedicated to vision, collaboration and the boundless possibilities of cloud computing.

To balance the sun-filled window backdrop with the need to beautifully illustrate the data-driven content, three large-scale LED screens were custom-built to fit within the existing window frames, and the “view” was extended along the sides of the room with backlit scenic skylines. The audience was seated on custom white lounge furniture that delivered both comfort and contemporary design. The space’s design delivered the visually stimulating wow! factor that the client sought as well as uncompromised clarity of the presented content.

The visual aesthetic and brand messaging were integrated into every aspect of the event. Large-scale, interactive screens “codified” passers-by as they moved through registration. The lunch space incorporated campaign artwork into the decor in the form of menu boards and a large-scale light installation on the ceiling to subtly echo the cloud. Afternoon breakout sessions offered custom content tracked to attendees’ varied interests and needs.

Channel 9, Microsoft’s own online video community, broadcast the Keynote and live post-event interviews to tens of thousands of real-time viewers.

From registration, breakfast and keynote to lunch and evening cocktails, every element of this program was custom-designed to communicate brand values and foster a high-touch guest experience. We were proud to once again serve and collaborate with Microsoft to create and execute this top-tier business communication event.

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