A40 Mothership: Adobe's futuristic immersive experience in Barcelona

Creating an experience for a creative brand's audience has its difficulties: people who work with design and imaging tools every day have a trained eye and little patience for the predictable. At an event like this, the challenge is to surprise an audience that has already seen a lot and to deliver an experience whose visual and production standards are consistent with the brand doing the inviting.

Add to that the challenge of any themed immersive event: the theme has to envelop attendees completely and not stop at the set. With 150 guests, the format allows for closeness, but it also exposes every detail. You have to design a journey in which people interact, move, dance and talk, without the story breaking and without networking being left outside the concept.

The concept was a galactic journey: transforming the space into a genuine mothership ready to take off for an unknown world, where native beings were waiting for the guests. In the concept's own words: “nothing is what it seems in a world full of creatures, music, daring food and plenty of smiles”.

To sustain it there was immersive audiovisual production, lighting effects and set design, with creatures and performers interacting with attendees. Themed food, music and areas for dancing and networking completed the experience, with production staff and lighting technicians behind the scenes. It fits because science fiction gives the imagination free rein, exactly what's expected of a brand associated with creativity, and because a take-off is a natural metaphor for beginnings, for something that starts and is never quite the same again.