Lenovo Australia & New Zealand


Star Wars Product Launch Roadshow


Sydney, Melbourne and Brisbane



The Event Room provided end-to-end event management services for Lenovo to launch their key products to retail partners across Australia. Adapting to very different venues from a warehouse to a New York City vibe loft to an ex-airport hangar turned live concert venue, we utilised The Venue Sydney, Metropolis Melbourne and The Triffid Brisbane to create memorable events.

One of the main products to be launched was the Lenovo Star Wars Jedi Challenges AR Headset with light saber. To announce the hero product of Lenovo’s new Augmented Reality headset and partnership with Disney’s Star Wars, Lenovo’s Commercial Director was joined onstage by Stormtroopers parading into each of the venues to the Imperial March. This was followed by a choreographed reveal moment with the Stormtroopers leading guests to the interactive product display area which allowed guests to feel immersed in the Star Wars universe.

View our behind-the-scenes time lapse video which showcases the Sydney event from our setup all the way through to the event.

Photo Gallery