AWS
re:Invent
2025
Five venues. Five days. 60,000 attendees. One seamless world built around how people move, feel, and discover.
Five venues. Five days. 60,000 attendees. One seamless world built around how people move, feel, and discover.
The Brief
Five venues. 60,000 attendees. Keynotes, Expo, Executive Summit, Sports Forum, Content Hubs. How do you make it feel like one coherent world?
Client: AWS · Company: Production Club · Role: Experiential Creative Director
As Experiential Creative Director, I led the spatial and creative vision for re:Invent 2025, working closely with spatial design, art direction, motion, and production teams across all programs. For 2025, the art direction concept developed by Production Club was called "Clarity" — a visual system built on grids, transparency, and light diffusion, carried through spatial design, motion, and graphics across every campus and every touchpoint.
Spatial Design
From the Welcome Moment to AWS Village, Expo, and Executive Summit — every environment carried the same visual logic. Grids, translucency, and light diffusion became the material language of the entire campus.
Welcome Moment
Expo
AWS Village
AWS Village anchors the Expo floor — a calm, immersive pause built on transparency, diffusion, and grid logic, acting as a clear beacon to the heart of the conference.
Executive Summit
Executive Summit is an invite-only experience within the broader conference, offering curated programming for senior executives. We translated the re:Invent identity into a more elevated environment through a concept called "Grid & Grain" — a clean, modern grid structure layered with the organic irregularity of fabric and textured materials — while keeping it firmly connected to the core brand.
Design Process
From early scenic sketches and fabrication drawings to prototypes and final renders — the design process for re:Invent 2025 was a full-cycle translation of the Clarity art direction into built form across every spatial environment.
Event Recap