At HPE Discover, a premier showcase of innovation and enterprise technology, Intel sought more than just visibility. They needed a booth experience that would attract the right prospects, stand out in a crowded expo hall, and authentically represent their solutions with HPE. More than that, they wanted to spotlight their leadership in compute and the burgeoning AI space—framing Intel as a pioneer helping businesses unlock the potential of these technologies. To bring this vision to life, Intel partnered with Bonfire Effect to design a booth experience that blended strategic storytelling with immersive interaction.
Deliverables
- Discovery & Research
- Booth Theme Concepting
- Visual Identity & Design
- Copywriting & Messaging
- Brand Integration
The challenge
Stand out—and stay relevant
The ask was simple on paper: Create something that hadn’t been done before. But behind it was a layered challenge: Design a booth experience that broke through the noise while remaining true to the Intel brand and the event’s enterprise-focused audience—all within strict budget constraints.
It needed to be:
- Engaging and unexpected—but not gimmicky
- Memorable—but tied to the Intel narrative and their customers’ direction
- Visually and emotionally resonant—but still strategic and on-message
- Uniquely eye-catching—but consistent with the turnkey booth atmosphere
The solution
A journey into technology that powers AI
It all started with a promise and a product: Intel’s “Bringing AI Everywhere” message and the debut of the new Intel® Xeon® 6 processors, codenamed “Sierra Forest.” Those two cornerstones sparked the concept for a unique booth theme—one that merged natural wonder with technological breakthrough.
Inspired by the rugged beauty of California’s Sierra National Forest, we created the Sierra Forest Experience—a serene yet powerful space designed to capture Intel’s spirit of innovation. The theme aligned seamlessly with the company’s compute and AI story, positioning the new Xeon 6 processors as the trailblazing engine behind future-ready compute.
With the booth concept in place, Bonfire helped Intel bring the experience to life through creative direction and interactive strategy:
- AI photobooth activation
We concepted the AI photobooth experience to align the “Bringing AI Everywhere” message with an engaging, shareable moment. Visitors had their photos taken at the booth, which were transformed by AI into poster-style hiking portraits and displayed in real time on a large screen, positioning each attendee as a hero of innovation. Bonfire vetted AI photobooth vendors, then negotiated and managed final contracts. We also designed custom illustration styles and messaging prompts to train the AI platform and power the Sierra Forest hero portraits it generated. - Creative direction from concept to coordination
From initial brainstorming to vendor collaboration, Bonfire helped drive the strategy and executional framework for the booth activation. We ensured every detail—from the AI interaction to the on-screen display—was tightly aligned with the Sierra Forest theme and the Intel brand voice. - Environmental design and raffle experience
To reinforce the narrative, our team designed custom Intel-branded Sierra Forest posters, displayed throughout the booth as both ambiance and art. We also ideated a lineup of thematic raffle and giveaway items—like camping utensils, dry bags, and tabletop stoves—to complement the outdoorsy vibe, enhance visitor engagement, and complete the experience.
The effect
Measurable impact and memorable moments
853
total booth visitors
200+
AI photobooth sessions
~1,000
AI-generated images created and shared
22
booth theater presentations
115
countries represented by attendees
6
customer-focused product demo stations
The Sierra Forest Experience didn’t just showcase compute and AI—it made every visitor part of the story. With a custom AI activation and immersive theme, the experience gave guests a tangible takeaway that extended well beyond the booth. It was a fresh, engaging way to reinforce Intel’s innovation story—both at the booth and long after the conference ended.
