The Magic behind Final Fantasy FanFest 2023
This blog takes you behind the scenes of our monumental transformation of London’s Excel, taking the digital world of Final Fantasy and bringing it to reality with immersive theming and exciting experiential design.
When Square Enix approached EPH Creative with the goal for the Final Fantasy XIV FanFest 2023, we knew it was an opportunity to use our experience in this sector to redefine gaming fan festivals Held on October 20th and 21st, 2023, FanFest was hosted at London’s ExCeL Centre, covering Halls 9-17 and spanning a massive 18,000m².
Gaming fan festivals are not just events; they are celebrations of vibrant communities, platforms for breaking news, and exclusive opportunities for engagement within the e-sports domain.
Our journey with Square Enix was built on a foundation of mutual respect and a shared ambition, aiming to transcend the conventional event experience by immersing attendees in the sprawling, fantastical world of Final Fantasy XIV. This collaboration allowed us to explore the game’s rich narrative and community spirit, bringing it to life in a way that resonated deeply with every attendee.
The Challenge: Breathing Life into Fantasy
With a project timeline stretching over 22 weeks from initial concept design to production build, preparation, and a whirlwind 3-day install, the ambition was clear: transform the Excel venue into a living, breathing world of Eorzea. This required meticulous planning, experiential design, and a deep understanding of the Final Fantasy XIV lore to ensure authenticity and engagement.
Themed Zones & Immersive Experiences
A key area of the event design revolved around creating three distinct themed zones – La Noscea, Thanalan, and the Black Shroud – each offering attendees a unique dive into different aspects of the game’s world.
Eorzea from Above: A Drone's Eye View
Themed Zone 1: La Noscea
La Noscea was brought to life with its coastal charm, complete with maritime décor and interactive pirate-themed activities. This zone not only mirrored the breezy, open seas but also served as a bustling hub of adventure, spanning an impressive 1,196m².
Themed Zone 2: Thanalan
Thanalan captured the essence of its in-game counterpart’s arid deserts and ancient ruins. This 1,296m² area was a treasure trove of quests and lore, inviting attendees to explore and engage with the game’s rich storytelling.
Themed Zone 3: The Black Shroud
The Black Shroud offered a serene escape into an enchanted forest, with lush pathways and hidden quests laid out across 1,242m², echoing the mystique of the Twelveswood.
The Impact: A Record-Breaking Event
Over 9,000 attendees across two days immersed themselves in the spectacle, making it the largest single occupancy event ever at the Excel.
The main stage, a marvel at 45 metres wide, hosted over 30 hours of live content, including panels, music performances, and interactive sessions, with seating for 5,000 guests to ensure everyone could partake in the festivities. There was always something for adventurers to do, the diverse open-world style activities and entertainment resulted in minimal queuing and allows visitors to make the most of the 2-day event.
The gaming zone, featuring 500 LAN stations, allowed guests to dive into exclusive online campaigns only featured at FanFest, embodying the spirit of community and engagement that defines the Final Fantasy series. We collaborated with the talented teams at JDB Technical for the stage setup and Planet Lan for the gaming kit.
Looking Forward: Creativity and Collaboration
The Final Fantasy XIV FanFest 2023 was a triumph in experiential design, showcasing EPH Creative’s ability to transform digital worlds into reality.
As we celebrate our nomination for Event Production of the Year, we invite you to explore the creativity, strategy, and passion behind this incredible project. At EPH Creative, we’re not just creating events; we’re crafting worlds, fostering communities, and setting new benchmarks in experiential design.
Nominated for Event Production of the Year 2023 at the Event Production Awards.
