Last year, Xbox introduced its new brand, Xbox 360, to the gaming world with an innovative exhibit space at E3 (Electronic Entertainment Expo), the gaming industry’s annual event. The designed space delivered a gaming experience that supported and communicated the core brand messages of self-expression and community. Focused strategy coupled with use of form, light, material and graphics produced a series of individual design elements within the space. These included: individual and group gaming demos; digital confessionals to elicit and record gamer’s perspectives; and a theater space. Each element was created to reflect the brand’s identity and engage gamers on a personal level while reinforcing today’s community-based gaming culture.