EY

“How do you compete on a floor full of demos…without a product to demo?“

AI Summit London is dense with technology vendors, each showing product after product. For a professional services firm like EY, that is not a fight worth engaging.

The answer was never going to be hardware. It was experience. Something that made people stop, walk through, and think.

So we asked: How do you turn a services story into something visitors physically travel through?

Everything that followed, from the tunnel to the lighting, to the choreography of the space, was built to answer that.

The Creative Approach: a Journey Through the Four Futures

The idea came before EY had even booked a suite. Our team presented two distinct design directions across two different suites, and used that creative work to help EY decide which one to book in the first place.

The result was the Four Futures tunnel: an immersive, screen-lined corridor that pulled visitors in from the entrance. A sequence of TVs and touchscreens carried them through EY’s narrative, each hosting live demonstrations on the journey.

The Engineering Challenge: 300mm Precision Across Two Continents

Getting the tech and light to sit exactly right was a challenge. The tunnel only works if screen placement and lighting positions are precise; a few centimetres out would have softened the whole effect.

Tobacco Dock added its own constraints on top. This suite’s air conditioning ducting blocked off a door and roughly 300mm of space from the tunnel. Rather than compromise the experience, our team adapted the design without visitors ever noticing.

That precision then had to survive two sets of stakeholders too, with EY’s UK and US-based teams aligning across time zones for a single shared result everyone was happy with.