For the Advantage India 26 with @all.things.wtf , we designed the space as a progression of rooms. Zone 1 → gather Zone 2 → transition Zone 3 → focus Three zones shaping how people gather, move, and listen. A quick walkthrough of the thinking behind it. Spatial Design: @studiofifty.co Creative, Brand & Experiential: @btg.studios Technical Production: @seventyemg

The making of Advantage India 26✨with @all.things.wtf Behind every considered room is a string of quiet decisions. Our creative direction here was was less about scale and more about alignment. Aligning concept with constraint, and programming with proportion. Aligning tone with the kind of conversations the space is meant to hold. The work was in the calibration itself, adjusting seating to protect sightlines. Refining screen behaviour so it supported each conversation rather than performed. Experiential for us, is rarely about adding more. Rather we remove what doesn’t serve and protect what does. Creative Direction, Brand & Experiential: @btg.studios Spatial Design: @studiofifty.co Technical Production: @seventyemg

Swipe through the final space ✨ Advantage India 26 with @all.things.wtf ✨ Zone 1 was designed to feel warm and open. Amber light, circular movement, and space for people to gather without it feeling staged. Zone 2 shifts the mood. The palette cools and the flow becomes more defined. The room starts to settle and organise itself before you enter the main stage. Zone 3 is more focused and precise. The stage is designed as a shared plane rather than a pedestal, and the screens support the conversation instead of competing with it. Our colour story follows the arc of the evening, moving from spark to discourse. Creative Direction, Brand & Experiential: @btg.studios Spatial Design: @studiofifty.co Technical Production: @seventyemg

Advantage India 26 ✨ Some rooms are built to hold weight. We built a space with @all.things.wtf where ideas could move without noise. No spectacle or heroes, and no ego in the architecture. We focused on flow and warmth where ideas ignite. Clear transitions and screens that support the conversation, not distract from it. For us, experiential is about how a room behaves. How people walk in. Where they pause. What they pay attention to. What quietly disappears. We’re proud of this one. Our biggest one yet 👊🏾 And grateful to our production partners @seventyemg who take our intrusive thoughts seriously and turn them into something structurally sound. Ideas are just ideas until someone builds them. Creative Direction, Brand & Experiential Design @btg.studios Spatial Design @studiofifty.co Technical Production @seventyemg

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