Microsoft and Logitech at ISE: the party that celebrated their partnership in Barcelona

During a trade show like ISE, guests' diaries are packed and brand parties compete with each other in the same week. At an event like this, the challenge is twofold: getting the audience to pick your invitation out of many and, once inside, making the experience worth the trip away from the show floor.

On top of that came this case's particular twist: it wasn't one brand speaking, but two. The goal was to strengthen the partnership between Microsoft and Logitech, which calls for an event that represents both without either overshadowing the other, and that conveys the relationship itself, not just the sum of two logos. And since it wasn't the first time they had celebrated the alliance, it also had to live up to what guests already expected of them.

The concept was a party mixing technology, fun, food and networking at El Hivernacle in the Poble Espanyol, one of Barcelona's unique venues. A 360° experience was designed in which every detail was meant to surprise: signature cuisine and creative cocktails, live music and entertainment, lighting, projections and a modern look and feel.

It fits because it takes guests out of the trade show context without taking them out of the message. The informal setting makes room for conversations that don't fit on a stand, and the technology in the set dressing connects with both brands' DNA. For an alliance between companies, a shared party is a public statement: we're in this together, and we're celebrating it with our clients and partners.