2025 EU Roadshow @ PSV Stadium

Client: Cooler Master EU
Location: PSV Stadium
Project Type: Brand Roadshow / B2B Activation
Role: Creative Designer & Experience Coordinator

My Role & Contribution

  • Creative Designer (visual assets & layouts)
  • Experience Orchestrator (flow & interaction logic)
  • On-site product guide (client walkthroughs)

This project expanded my role beyond static design into brand experience strategy.

Project Overview

Cooler Master EU organized an exclusive B2B Roadshow inside PSV Stadium to present:

  • FreeForm 2.0 platform
  • Thermal Excellence technology (3D Heat Pipe)
  • Elite Series
  • Dyn X Sim Racing Experience
  • Product Roadmap & GTM strategy

The Challenge

The main design question:

How do we transform a football stadium space into a premium tech experience center that communicates innovation, modularity, and performance?

Key constraints:

  • Temporary setup
  • Mixed keynote + demo + free exploration
  • Need for clear product hierarchy
  • Strong brand consistency

Concept Direction

We structured the venue into layered zones:

  • Product Roadmap Strategy Wall
  • Thermal Excellence Zone – 3D Heat Pipe demonstration
  • Elite Value Series
  • Dyn X Immersive Experience
  • Product Roadmap Strategy Wall

Key Takeaways

This project taught me:

  • Spatial design is strategic communication
  • Experience design increases perceived product value
  • Technical storytelling requires simplification, not reduction
  • Design becomes powerful when aligned with business objectives

3D Visualization — Spatial layout concepts & renderings

Print Assets — Exhibition collaterals designed

Roll-up banners visual designs
Lanyard visual design
Pedestal sticker design
Spec card visual design
Flag visual design

LED Stadium Advertising — Motion assets in venue

Photography

On-site Photography — Event execution & interactions