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Monumental launch of the new Xbox Series X console generates one-of-a-kind experience streamed to fans around the world.

Salt XC engaged ASTOUND to bring life to the launch of the new Xbox Series X console in a one-of-a-kind experience. The ask was to build two 40ft x 20ft replicas in Toronto and Washington state. The Toronto replica was set on a floating barge on Lake Ontario with the iconic Toronto skyline as its backdrop. Washington state was set in open farmland alongside natural beauty, The Gorge. The floating console needed to be heavy enough to withstand high winds and be weather resistant to protect the electronics and A/V hidden within the structure. The top surface was covered in dark mesh to conceal the interior while still allowing the lights to shine through in the aerial footage.


The physical installation for Toronto was viewable from the Harbourfrontshoreline and available to view via live stream on Twitch. Whereas the Washington location was only available for guests to view via live stream on Twitch. Once live, the installation displayed local artists' work based on the theme ‘Dream’. The content gave fans an opportunity to engage with the brand via live stream through custom content, gaming codes, and was part of a global scavenger hunt.