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Budget: $250,000
Client: GungHo Online Entertainment Inc., Tokyo
Design/Fabrication: Catalyst Exhibits Inc., Pleasant Prairie, WI
Size: 50-by-50 feet (2,500 square feet)
Estimated Cost: $250,000
Estimated Cost/Square Foot: $100

PHOTOS: Padgett and Co. Inc.
Purple Reign
By Charles Pappas with photos by Padgett and Co. Inc.

To promote its line of Puzzle & Dragons video games at the 2015 Pax East gaming show in Boston, Tokyo-based GungHo Online Entertainment Inc. created a couldn't-miss 50-by-50-foot exhibit that exuded the wonky energy of its games, where players match colored orbs and collect monsters to attack enemy brutes. Working with Catalyst Exhibits Inc., GungHo infused the booth with its corporate purple hue, beginning with a stunning ceiling element.


Play School
Drawn by the 8-by-10-foot Fiberglass focal point, Pax East attendees swarmed to this exhibit for GungHo Online Entertainment Inc. Staffers invited booth visitors to stay and play a while, offering insider gaming tips for all of the company's newest titles.

Looking like a plum-colored neck pillow poised on a grape-stained tongue, the logo-inspired focal point was hung from a truss 16 feet from the ground. Measuring 8-by-10 feet and made of Fiberglass, the icon, along with the 50-foot-long, ribbon-like structure it was balanced on, formed an eye-catching roof of sorts. Gobos among the 19 light fixtures set overhead cast the space with swatches of vibrant purple.

Walking past chalky-white foam letters, which stood roughly 3 to 5 feet tall and spelled out the company name, guests could tread across a wide stretch of purple carpet to any of two distinct gaming areas. In the PDZ theater, they could test drive the new Puzzle & Dragons Z, designed for the Nintendo 3DS system, on six gaming stations that contained a total of 18 handheld consoles. After taking a breather on the six snow-colored plywood benches, they could check out another version of the game in the Puzzle & Dragons Classic area, where eight pedestals with mounted iPads awaited their competitive efforts.

Guests lingering in line until it was their turn watched live game play on any of the nearly 30 monitors, ranging from 42 to 70 inches, placed around the violet-infused booth, including one in a 12-by-12-foot glassed-in room. Drenched in the color of royalty, and crackling with the kinetic energy of anime, GungHo's booth drew in hundreds, whose dwell time of often 30 minutes or more proved they were indeed gung-ho about the company. E



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