Case Study

IBM Think

The annual IBM Think conference celebrated its inaugural year in San Francisco in 2019. With a large number of anticipated attendees for Think, IBM identified the need to expand their conference footprint beyond the Moscone Center space. 

Hartmann Studios was tasked with transforming Howard Street, a busy downtown thoroughfare in San Francisco, into a private, authentic event hub, complete with networking zones, digital content, keynote presentations, lounge areas, a presentation theater, and food distribution points with ample space for attendees to relax and recharge between sessions.

The Results

The dedicated account team successfully:

  • Closed down Howard Street by leveraging our partnership with The City
  • Executed the design and production of "Think Park”, a full street of incredible creativity and functionality that enhanced the attendee experience beyond the exhibition hall
  • Integrated Yerba Buena Gardens into the production build to allow for an additional 60,000+ square feet of usable conference space
  • Created an event hub complete with networking zones, digital content, keynote presentations, lounge areas, a presentation theater, and food distribution points and recharge zones
  • Comprehensive branding, signage and collateral design and installation
  • Preserved the client’s sustainability program by auditing and servicing event spaces on an ongoing basis
  • Provided an elevated hospitality experience for sponsors and VIPs

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