In a bold move blending technology and experiential design, International Convention Centre Sydney (ICC Sydney) has unveiled its latest innovation: the immersive LED Activation Zone, a multimedia installation allowing organisations to connect with their audiences in a high-impact way.
Located in one of the venue’s highest footfall areas—the ground floor foyer — the newly installed platform transforms a conventional lobby into an interactive digitalcanvas. With 55sqm of synchronised 4K LED panels, including a 9.5m curved wall and a load-bearing 5m x 5m LED floor, the space promises users a 'wraparound visual experience'.
“This is more than a display,” said Adam Mather-Brown, CEO of ICC Sydney. “It’s a stage for storytelling. We’ve
designed the immersive LED Activation Zone to provide a sensory brand
experience that’s highly engaging and a premium opportunity for clients to
stand out in one of the most high-traffic areas of ICC Sydney,”
It is expected the Activation Zone is expected will be used for product launches, digital showcases, and 'interactive campaigns'. Event organisers will be able to collaborate with the venue’s creative team to tailor content or leverage existing templates to align with their messaging.
“In addition to our recent
investment in production equipment, we’ve broadened our capacity to deliver
experiential activations – and ICC Sydney’s immersive LED Activation Zone can
be engineered for maximum impact," said Brian Nash, director of Audio Visual Services at ICC Sydney.
“Whether
you want to showcase a product launch or create an immersive scene around your
brand, our in-house content creation expertise coupled with this LED screen
technology can deliver bold experiences that leave a lasting impression.”
The LED floor can support vehicles and large-scale displays and will allow attendees to engage with content directly—selecting digital environments, capturing shareable moments, and co-creating experiences in real time.
