The Challenge
AMD, a global leader in high-performance and adaptive computing, needed a compelling and engaging way to showcase its latest innovations to stakeholders. Their challenge was to create an immersive experience that effectively communicated the transformative power of their technology across diverse industries like AI, cloud computing, and gaming. They wanted to go beyond traditional product presentations and create a space where visitors could truly interact with and understand the groundbreaking advancements from AMD.
ClientAMDProjectAMD Product Experience CentreTechnologyAR, Hypboxes, Interactive Display Cases, Interactive Hologram, Intelligent Table
The Solution
vStream partnered with AMD to create the first European AMD Product Experience Centre in Dublin, Ireland. This innovative centre addressed the challenge by using a blend of interactive displays, cutting-edge augmented reality experiences, and immersive storytelling:
A Personal Welcome from AMD CEO Dr. Lisa Su: Visitors are greeted by AMD’s CEO via a large switchable glass screen, immediately setting the stage for an inspiring exploration of AMD technology.
Interactive Display Cases: Visitors engage with an intuitive gamified experience that showcases how AMD processors power the world around them through motion graphics, animations, and videos revealing physical products inside futuristic transparent LED display cases.
The Intelligent Table: A tactile experience allows users to place AMD chips like AMD Versal™, AMD Ryzen™, AMD EPYC™, and AMD Instinct™ on the table surface to unlock interactive content that explores their impact across various industries.
Augmented Reality Experiences: Visitors experience a deep dive into how AMD is driving AI advancements in PCs and supercomputers, offering a first-hand look at the future of AI-powered computing. This immersive experience allows users to interact with digital assets while still seeing their surroundings.
The AMD Product Experience Centre provides a unique, engaging, and educational experience for visitors, effectively communicating the transformative power of AMD’s technology and solidifying their position as an industry leader.
The new centre was opened by Ruth Cotter, Senior Vice-President for Marketing, Communications and Human Resources at AMD, together with Andrew Jenkinson and Niall O’Driscoll, co-founders of vStream, and Brendan Farley, Managing Director Ireland and Corporate Vice President of Wireless Engineering at AMD.
Andrew Jenkinson, Co-Founder of vStream, commented:
“We are incredibly proud to have worked with AMD on this project. The AMD Product Experience Centre is a testament to our shared vision of innovation, bringing advanced technology to life in a way that is both engaging and educational. Our expertise in immersive storytelling has allowed us to create a space where visitors can truly interact with and understand the game-changing technologies from AMD.”
Niall O’Driscoll, Co-Founder of vStream, added:
“At vStream, we believe that technology should be experienced, not just explained. The AMD Product Experience Centre encapsulates that philosophy by turning complex semiconductor innovations into a tangible, interactive journey. We are excited to see visitors explore and engage with incredible technological advancements from AMD.”
Ruth Cotter, SVP Marketing, Communications and Human Resources at AMD, said:
“We are delighted to open AMD’s inaugural Product Experience Centre that is strategically aligned to our R&D and engineering presence in Ireland and is expected to support further collaboration and breakthrough innovations with our customers and partners. Our collaboration with vStream enables us to showcase how AMD’s cutting-edge processors and adaptive computing technologies are shaping the future across a range of industries through a unique immersive experience.”
A Seamless Blend of Innovation and Experience
The AMD Experience Centre was meticulously crafted by vStream, from concept to production and installation, ensuring a seamless fusion of technology and storytelling. With a fully user-friendly management system, AMD representatives can demonstrate any product with the touch of a button, providing an engaging and dynamic experience for every visitor.
About vStream
Founded in 2007 by Andrew Jenkinson and Niall O’Driscoll, vStream is a global award-winning experiential agency specializing in innovation and storytelling. vStream uses design-thinking, creativity and innovation to solve complex problems and develop human-centric experience across multiple verticals for the world’s largest companies in both real and virtual worlds. With a diverse client portfolio spanning industries such as sports, technology, healthcare, finance, and FMCG, vStream has delivered world-first brand experiences for McLaren and Mercedes F1, The Super Bowl, Manchester City FC, SAP, Dell, Pfizer, Novartis, and many more. Their expertise in immersive experiences continues to set the standard for cutting-edge brand engagement.