In the Autumn of 2018, we successfully pitched our concept for the brand launch of “T-Mobile & UPC werden zu Magenta”. The launch event in May 2019 at the Marx Halle in Vienna was attended by more than 2,500 people among them well-known personalities from politics, economy, sports and the media. The enormous width of the hall proved to be a challenge for us. So, we developed the idea of a 80-metre-long stage construction that we built together with our partners Redline and DekoTrend. The construction, consisting of scaffolding and textiles combined with projections, was the ideal platform to transform the newly launched brand Magenta into a vivid live marketing experience. Another key ingredient to the success of the event was the compelling brand communication with a mix of renderings and live images that we created in collaboration with United Motion Labs.