Go West

Designing the Main Room 

The team met in the Edmonton office to align and frame an event narrative that reflected the value that it represents to the event’s various stakeholders.  

To achieve this narrative, we applied several design strategies in the main room. Firstly, we manipulated the shape to break the standard rectangular box of an event space. Turned 45°, the layout created a triangular shape with video screens and impactful draping. The shape served two purposes. First, to provide an emphasis on the main stage as the focal point. And secondly, to envelope the audience as if the screens and drape were embracing them in a metaphorical way. 

To reinvent the stage experience and complement the angle of the room, FMAV designed a diamond–shaped stage that kept the audience close to the action on stage while keeping the stage height above 36” in order to give the presenters an air of rock stardom. 

Using an FMAV stage solution, we designed a maple leaf as a nod to our proud Canadian heritage. OneWest Event Design provided mixed seating arrangements strategically placed to encourage attendee interaction with one another. The seating provided the perfect layout to connect with content and conversation outside of the onstage presentations as well. 

To add to the sense of audience intimacy, FMAV designed a rigging plot with truss lines raking down towards the back of the room. This created a lower ceiling bringing an intimate mood to the audience area while keeping the main stage theatrical. To accentuate the rake of the truss, tiered seating was installed at the back of the room, allowing attendees to get a higher sightline, creating a unique experience from that vantage point. 

Some small subtle technology choices were made to enable and enhance the attendee’s connection to the presenters. For example, a robotic camera was positioned at the back corner of the stage near the presenter’s entry point. It allowed for a reverse angle shot capturing the presenters entering and exiting from the stage. This shot choice in essence ‘broke the 4th wall’ showing the audience a part of the backstage experience of which most attendees are very familiar. It both humanized and energized the arrival and departure of each presenter. 

 The IMAG screens were portrait orientated to allow for a full body shot making the presenter 16’ high, enhancing the gravitas and feeding that ‘rock star’ aesthetic.