Selected work
XBOX INNOVATION LAB FOR MICROSOFT
- Client
- MICROSOFT XBOX
- Year
- 2015
- Categories
- EXPERIENTIAL, RETAIL ENVIRONMENTS, DISPLAY + MERCHANDISING, BRAND + RETAIL STRATEGY
Collaborators: BARROWS NA
The problem
Microsoft Xbox needed an experiential test lab on their Seattle campus, a working playground for next-generation gaming concepts.
What Raemer Studio did
Raemer developed an environment combining immersive demo bays, flexible collaboration zones, and discreet observation areas so teams could prototype, test, and refine hardware, interfaces, and content in real time. Xbox brand cues were translated into an interior language of controlled lighting, integrated LED and display surfaces, and modular fixture systems that could be rapidly reconfigured as technology and priorities evolved.
What that made possible
Environments that serve both experiential showcase and practical R&D. Flexible infrastructure supporting rapid iteration while maintaining a polished, brand-aligned presentation, proving the studio's ability to design spaces where innovation and brand expression coexist.