Venue:  The Huntington Place Conference Center, Detroit, MI

Siemens Realize LIVE Americas 2025—held June 2–5 in Detroit—drew more than 2,500 in-person attendees and over 5,000 total global participants.  The event featured 450+ sessions and 50 hands-on training workshops, delivering real-world customer case studies and peer-led content.

Shown above are some early concepts of the design.  The final design had to be pared back due to budgetary considerations.  The final stage was reduced to a wider, single content screen, and the “ribbon” LED panels were shortened in length.  The final seating layout was for around 3500 attendees.  I believe this case study is a good example of my design approach.  I try to design concepts that are modular and can be scaled up or down based on the budget.

The 3D sketches above show early concepts, as I work with the Creative Director to create a canvas for his content team to do their good work.  Working with the team at Invision is a great, collaborative experience.  I used comp boards to showcase the various forms side by side.   Once we had buy in from our content team on our aspect ratios, IMAG, and how our scenic LED might be used, I was freed up for form exploration.

For this project, the production team did not require drawings from us, only the concepts and thr 3D model were provided, leaving me more time to focus on the design considerations and client priorities.