Overview
Reaction Space created a new event identity to support the ROG rebrand while transforming the ASUS U.S. headquarters into a fully immersive Experience Centre. A modular system was designed and fabricated to scale across booth sizes, brands, and product lines, allowing ASUS to deploy a consistent event experience across gaming, education, retail, product launches, and technology events.
Challenge
Create a new event identity for the ROG rebrand while developing a flexible exhibit system capable of supporting multiple ASUS brands, booth sizes, product categories, and event environments. The experience also needed to accommodate product demonstrations, attendee flow, wayfinding, product storytelling, and emotional engagement.
Key Features
• Developed a new event identity for the ROG rebrand.
• Established a neutral design language adaptable across ASUS brands.
• Created a modular asset library scalable across booth sizes.
• Designed flexible display systems supporting laptops, desktops, gaming devices, peripherals, and PC components.
• Integrated storage, cable management, signage, and adaptable lighting.
• Prioritized wayfinding, product storytelling, and attendee engagement.
Conclusion
Reaction Space delivered a modular asset system that was deployed across gaming, education, retail, product launches, and technology events. The scalable solution ultimately established Reaction Space as ASUS’s Agency of Record and supported deployments across multiple regions and event types.
