Amazon Ads - Level Up Lounge: Immersive Brand Hospitality

Bearded Kitten turned premium Rotterdam & San Diego real estate into the Amazon Ads Lounge for customers to Level Up their knowledge at TwitchCon Europe & US in 2024. This wasn’t your typical corporate lounge, it was business meets pleasure. With high-energy brand activations and a hospitality-forward approach, we delivered a first-class experience for over 300 customers at two of the world’s premier gaming events.

The Stats:

300+: VIP Customers

4: Brand Activations

2: Premium Lounge Spaces

The Brief:

Amazon Ads set the challenge: Bearded Kitten to create a brand experience that would stand out at TwitchCon Europe & US, allowing their customers to Level Up their knowledge of Twitch.

Each space had to blend professional networking spaces with entertainment, and our signature ingredient... fun. We were tasked with designing and delivering an immersive lounge to elevate Amazon Ads' brand at this key industry event.

Creative Concept:

Inspired by Amazon Ads’ branding and the Twitch universe, we designed a bold lounge, blending hospitality, entertainment, and interactivity. Vibrant tones, sunset gradients, and lush greenery created an oasis vibe, while bold neon lighting added a dynamic edge. 

Brand touchpoints were introduced through interactive activations, including Pepper the Robot, a competitive Batak game, and a multiplayer game, Piing. Each was strategically placed to influence natural networking while delivering exciting gaming moments.

The Delivery:

With a clear vision from the outset, we worked collaboratively with Amazon Ads and our venues, Ahoy Rotterdam and San Diego Hard Rock to deliver the event with a fast turnaround.

The lounge had well-considered spaces for business and play, with a logical flow and interactive points. Gues-favourite features included gaming stations, the grabber machine, and, of course, Pepper the Robot. 

Our creative team ensured all visual elements served a purpose, from curated content to the placement of touchpoints.

The Impact:

Every KPI for the lounge was met and exceeded, as well as overwhelmingly positive feedback from clients and attendees.

Interactive elements, particularly Pepper and Batak, were natural conversation starters, while premium hospitality offerings received exceptional reviews. Most importantly, the lounge reinforced Amazon Ads as an industry innovator, reflecting the brand’s creativity and energy. 

This activation set a new standard for corporate gaming hospitality, perfectly balancing professional networking with genuine gaming culture.

300 VIP clients: hosted in two premium lounge spaces
One creative vision: brought to life in Europe & the US
High engagement: across multiple activations
Positive attendee feedback: on design, activations & hospitality
Foodservice success: catering highlights like Poke bowls & cocktails