International Convention Centre (ICC) Sydney, managed by ASM Global, has unveiled an immersive LED Activation Zone, a dynamic LED screen installation prominently located in the ground floor foyer of the facility.
Supported by ICC Sydney’s in-house content creation capabilities, this high-visibility platform offers brands an unmatched opportunity to engage the millions of attendees who visit the venue each year.
The innovative space features a LED setup, including LED floor and LED adjoined walls, creating an enveloping 55sqm 4K multimedia environment. With floor-to-wall content synchronisation, the entire space functions as a cohesive, immersive experience capable of showcasing custom brand stories in an interactive environment.
“Our ICC Sydney team strives to be More Than A Venue, and this is more than a display – it’s a stage for storytelling,” ICC Sydney chief executive officer, Adam Mather-Brown, said.
“We’ve designed the immersive LED Activation Zone to provide a sensory brand experience that’s highly engaging and a premium opportunity for clients to stand out in one of the most high-traffic areas of ICC Sydney.”
The LED 9.5x3m curved wall is custom-built to be versatile. The 5x5m floor is load bearing and can support display vehicles, such as cars or machinery, making it ideal for activations that demand attention. Clients can collaborate with ICC Sydney’s in-house content creation team to create bespoke experiences or choose from existing content. Attendees can engage with brands through interactive digital features, selecting digital backdrops that create memorable, shareable moments.
“In addition to our recent investment in production equipment, we’ve broadened our capacity to deliver experiential activations – and ICC Sydney’s immersive LED Activation Zone can be engineered for maximum impact,” ICC Sydney director of audio-visual services, Brian Nash, said.
“Whether you want to showcase a product launch or create an immersive scene around your brand, our in-house content creation expertise coupled with this LED screen technology can deliver bold experiences that leave a lasting impression.”
The ICC Sydney LED Activation Zone is now available for bookings.
