GPJ + CISCO
GSX 2019 - Stronger Crossing
when you peak behind the CURTAIN…
Cisco’s annual Global Sales Experience (GSX) (later renamed IMPACT) brings together roughly 30,000 team members to recognize the top sellers from across the globe. The 3-day event is packed with keynotes, workshops, and engaging demos across a show floor known as The Hub. And central to the FY2019 Hub the Stronger Crossing - an iconic, wayfinding and sculptural element that defined the space as the heart of GSX.
The Crossing took Cisco’s event VizID and translated it into a central wayfinding structure that would be visible throughout and guide attendees. It created a large communal moment in the center of the space, much like a town square, for attendees to gather and pass through on their way to different areas of the Hub. The built structure consisted of 4 large rings ranging from 120-170’ in diameter. Along the inside was 1 meter tall LED screens broadcasting dynamic content and the bottom is programmable LEDs.
Rendering of the dynamic lighting during a “surge”.
Photo of dynamic lighting around Stronger Crossing during an hourly “surge”.
Early renderings (bottom left) show the size and scale of the crossing structure as well as the placement of large LED screens The screens would be used to display dynamic digital content that, along with dynamic lighting on the underside, would encapsulate any nearby attendee in a powerful moment of awe. The built result (bottom right) was a series of synchronized looping content that radiated energy. The content types varied between branding moments, pillar messaging, ambient/atmospheric, energetic/upbeat, and Hub-wide takeovers. At the top of every hour, the Crossing would surge - creating an exhilarating swirl of lights, content, and sound that queued attendees to prepare for what the next hour had in store.