Environments, Events
eMLS
eMLS is an eSports tournament held by the Major Soccer League in conjunction with EA Sports and FIFA. Qualifying rounds are held around the U.S. before reaching the ultimate — the eMLS Cup.
Project Details
eSports is blowing up, and the eMLS Soccer League is a pioneer in the industry. Over the years we’ve worked with their team to create gaming arenas, retail pop up shops, and custom environments, allowing the eMLS brand to come to life with promoting the tournament and selling merchandise.
Minimal Distraction, Maximum Branding
The eSports gaming arena being the main focus of the event was designed in such a way that there would be minimal distractions to the eSports players but still stay within the boundaries of the eMLS branding guidelines. The gaming center was wired up by our A/V team for 19 of the country’s top eMLS players as well as being syndicated in the lounge area that sat beside it.
Making the Moment
Foster helped MLS bring their eSports gaming arena to life with:
- eSports lounge was a place for PAX attendees to kick back, relax, and check-out
- Enormous 90′ monitor that broadcasted the main competition
- Exhibit truss housed a number of secondary monitors
- Two exhibit walls
The Arena
The competition along with the retail pop-up store, broadcast booth, and photo-op were all held in one contained area: the gaming arena. The main lobby floor served as the optimal location for this event with the objective of capturing as much foot traffic as possible. Branded four-player stations with exhibit backdrops presented an interactive and social ambiance.
Inside the Locker Room
A complete MLS locker room replica was installed as a compliment to the MLS eSports gaming theme. It also doubled as a lounge for restless gamers, fans, and brand ambassadors to converse, snap a photo, or just kick back and relax for a bit.
Aw Snap!
What experiential event is complete without a photo-op? We beefed up a standard photo booth with a custom fabricated “ATL” backdrop. A full-sized goal made for the perfect spot to set up a greeting counter for photo booth operators.
Gearing Up
A little MLS retail pop up shop was the perfect addition to get added revenue out of the experiential campaign. Neon signage being on trend, we took complete advantage with a 6’ MLS and Adidas emblem and accent lighting for MLS merchandise.
