Lena Tereshkova

Designer for Digital & Live Experiences. Trained as an interior specialist and visual communicator. Based in London. Working with clients from all around the world both as an individual practitioner and as a leading designer in an agency.

Live and Virtual Experiences for VMware

Creative concepts for VMware’s live and virtual events

The two case studies below were created for the same client and show results on the edge of ideation and design stages of the working process. Both event concepts became the key reference points for further stages of work: from technical drawings development to the event host search.

VMware Empower Europe 2020

The sketches below is a responce to the client’s brief through the prism of their brand identity. To begin with, I put together several moodboards to cover all areas of the venue and all purposes of the event. The moodboards were combined into a story book, supported by various visuals. These visuals helped to establish a conversation with the client and became a bridge between the creative concept and manufacturer’s technical drawings.

The set of sketches includes spatial design ideas. Some of them also show various solutions to engage with the event attendees and to collect their feedback about the experience. The 45° parallelogram, one of the most recognisable visual features of the brand, is visible throughout spatial arrangements and decor. It is also interpreted on a verbal level: the dynamic geometry is shaping tone of the voice and straplines of the event.

VMware Cloud CAB Online 2020

Each of the three chapters of this virtual event are visualised as floating doors in a minimalistic surreal landscape. Each door pops up and opens as soon as the relevant chapter starts. A charismatic host guides and entertains attendees between sessions and chapters, both in live and pre-recorded video format. The main goal behind this concept is to move away from a typical interface solutions and to catch attention of the attendees.

Traditionally a cocktail reception is a culmination of a live event. To bring this virtual experience closer to the familiar format some physical objects were implemented into the event scenario. Such as iconic armchairs for speakers and cocktail kits as gifts for all attendees. Both projects have been completed with Nteractive Consulting, where I am currently holding a role of a Senior Designer in Live and Digital Experiences.

London 2024

Lena Tereshkova