Fae Farm Booth Activation at PAX West

In partnership with Phoenix Labs, we designed a booth at PAX West that mirrored the enchanting world of Fae Farm, a game that combines farm life simulation with RPG elements. This event was a single touchpoint of an overall launch campaign to generate excitement around the upcoming release of the game. The overall booth design brought the game’s whimsical homestead experience to life and attracted nearly 30,000 daily attendees.
The Fae Farm booth stood out on the show floor from the surrounding high-intensity and aggressive games. It served as an escape from the maelstrom, providing a cozy lounge area with a faux fire pit that allowed visitors to bask in the simulated ambiance of all four seasons, created through a cycle of dynamic lighting. All day long, a hazer puffed smoke steadily out of the chimney, which could be seen from across the show floor, completing the ‘home-y’ feel. The booth's allure was universal, captivating both adults and children, while standing in stark contrast to the more common adrenaline-fueled games around it.
It housed several interactive vignettes complete with thematic props. Attendees delved into an immersive cave experience. Inside, they could brandish a wand to simulate battle with 'jumbles' and wield a pickaxe to mine for gems. Outside of the cave, they could use a net to 'catch' bees circling the hive. Fans snapped personalized photos and shared their experiences on social media, amplifying the game's presence online.
The inviting atmosphere drew fans in where they could get hands-on and play the game for the first time, before its official release. There were several Nintendo Switches arranged like rows of crops and PC consoles encircling a maypole, inviting attendees to dive into Azoria and demo Fae Farm.
The campaign was a great success, earning accolades from Phoenix Labs and driving Fae Farm to top sales rankings in the UK and US, while also achieving nearly $1 million in Steam revenue and selling around 30,000 copies in just ten days.