To celebrate the launch of their highly anticipated game console and platform, OUYA wanted a unique and innovative way to unveil the product while also engaging their game developer community, Kickstarter backers, and industry tastemakers. For the 2,500 person event, we utilized the offices of fuseproject, OUYA’s brand identity design team, and transformed the adjoining street into a gamer’s paradise. IRL designed and fabricated a larger than life size console that served as a 3D map projection wall, presentation backdrop, and fully immersive demo environment.