Client IntelWhen March 23, 2026Where Thompson Central Park NYLead Brian Morgan, Managing Director and Executive Producer
A one-day press experience for Intel: a curated group of journalists, a choreographed guest journey, and a 4-day production build. Produced end to end by Sandbox-XM.
On March 23, 2026, a curated group of roughly 20 journalists walked onto the third floor of the Thompson Central Park NY and spent a day inside Intel’s story. Intel Pro Day was the platform and vPro press moment ahead of a March 25 embargo, produced end to end by Sandbox-XM, with fabrication partner Taylor and Intel’s cross-functional leads.
The brief
This was less a press event than a hospitality product designed for journalists: a small group with high expectations for clarity and access, and an opportunity to replace badges, schedules, and swag with something intentional. The mandate fit on one line. Intel should feel present everywhere, but never loud.
The work
Every touchpoint got the same treatment: designed, scripted, and client-approved before load-in.
A key, not a badge · Embossed wood access keys with a QR code that updated all day
The credential set the tone: a crafted wooden access key, logo embossed, carried rather than worn, with a QR code tied to a microsite that updated through the day. Hotel guests were onboarded the night before with scripted front-desk moments and a microsite that told them, honestly, “Tonight is yours.” Every guest received a Briefing Day Companion, a sectioned notebook built around the day’s phases, down to a simplified Panther Lake and vPro system map with room to write.
The day itself ran as 7 one-hour group rotations (briefing, demo walkthrough, content capture) threaded through a 15-seat presentation room and an Intel Studio interview room with key lights and a 16-foot branded backdrop for 1:1 capture.
Living Experiences · 5 fully propped environments, built as places rather than booths
Demos lived in 5 Living Experiences: staged environments propped down to the coffee mugs. A university computer lab, a developer’s corner, a construction field office with hard hats and rolled blueprints, a CISO operations room, and an advanced enterprise suite. Journalists walked into places, not booths.
Moments in-between · The spaces between agenda items, designed with the same intent
The close was the quietest flex in the show. Departing guests found a living wall with a concealed door. Behind it, a velvet-lined box held a wax-sealed envelope: a parting message on the front, and on the back a date and a single URL that went live when the embargo lifted 2 days later. The handoff from experience to publication, in one object.
What endured
A 4-day build for 1 day of show, out by midnight with no trace. The discipline is what carries forward: every script written down, every prop listed, every decision stamped with a client approval date. The line the day was designed around still holds. The technology supports the experience. It never interrupts it.
Event productionExperience designPress and analystHospitality
Press & Partner Hub
Intel House at Computex
Client IntelWhen June 2, 2026Where Humble House, TaipeiLead Brian Morgan, Managing Director and Executive Producer
Day Zero of Computex 2026: a press and partner hub with 14 demo stations, a secured NDA space, and a week of executive programming. Built overnight in a 10-hour window.
June 2, 2026, Taipei. Day Zero: the hours before the Computex keynote, before the show floor opens, before the noise. After a year of refocusing the business, this was Intel’s first word to the people who shape the industry’s narrative, and the brief was blunt about the stakes. Every demo, every briefing, every conversation had to answer one question: can Intel deliver? Sandbox-XM produced the answer end to end.
The brief
Not a trade show booth and not a press theater: a home base. Intel House took over the Humble House hotel, and the creative brief set the tone in one line kept taped to everything. The venue is called Humble House. The experience is anything but.
The design carried the softer, hospitality-forward language built for Intel Pro Day in New York across an ocean, executed with local fabrication partners in Taipei. Same confidence, same warmth, new scale.
Welcome to Intel House · Check-in with dedicated media and guest lanes
The work
The showcase filled the Orchid ballroom: 14 demo stations under LED-framed booths, from the new handheld gaming device that guests put their hands on before anyone else in the world, to a previously unreleased VR fab tour, live robotics, and the newest silicon across client, data center, and edge. The back third of the room disappeared behind a stretch-fabric brand wall: a secured NDA space where future products met customers under executive escort.
The showcase · 14 stations, LED-framed, with the NDA space sealed behind the back wall
Around the showcase, the house ran as a full program: a 50-person briefing room, executive meeting suites across two floors, roundtables, and a living welcome wall with an LED screen set into the greenery. The week stacked three evening programs on the same footprint: a 150-person reception on Monday, the CEO dinner on Tuesday, and a partner summit on Wednesday, each requiring an overnight reset of rooms, walls, and graphics.
The welcome moment · A living wall with the demo content set into the greenery
The number that defined the production: 10 hours. Access to the space began at midnight Sunday, and briefings started at 10 the next morning. Everything the press walked through on Day Zero, from the check-in counter to the last backlit badge, went up in a single overnight build.
The briefing room · 50 seats, one message
What endured
The story guests left with was the point: not spec sheets but narrative, hands-on conviction, access instead of theater. For the practice, what endured is the system. A design language born at one event carried to a second continent, executed by different fabricators against a brutal clock, and it still read as one brand showing up differently. Day Zero. Big news. Zero apologies.
Client IntelWhen January 6, 2026Where Delta Sky360 Club, Sphere, Las VegasLead Brian Morgan, Managing Director and Executive Producer
Lenovo Tech World 2026 at the Sphere: Intel’s pre-show, private suite, and post-show inside the Delta Sky360 Club, rebuilt for one night as the Intel Oasis. End-to-end production by Sandbox-XM.
On January 6, 2026, Lenovo Tech World brought its keynote to the Sphere in Las Vegas. Around that show, Intel hosted the evening: a pre-show reception, a private suite for top customers and executives, and a post-show return to the room. The venue was the Delta Sky360 Club. For one night it was recast as the Intel Oasis. Sandbox-XM produced the experience end to end, with fabrication partner Taylor Inc.
The co-branded identity for the night is its own system. This case is the room: the guest journey, the production clock, and the hospitality system that made a co-branded moment feel like one place.
The brief
Not a booth. Not a demo floor. A soft landing inside a high-velocity night.
Guests arrived for Lenovo’s keynote and needed somewhere that felt like Intel without fighting the host brand, and somewhere that felt like rest without losing the product story. The line held across every surface fit in one sentence from the client deck: when the rest of the city is loud, Intel Oasis becomes the chillest and coolest place in Las Vegas. The quieter version designed to was simpler. Innovation here doesn’t shout. It hums.
The program ran on a hard Sphere clock:
3:30pm doors, pre-show in the Delta Sky360 Club
5:00 to 6:45pm keynote in the theater
6:45 to 7:15pm intermission, bar open in the lounge
7:15 to 8:00pm entertainment
8:00 to 9:30pm Intel post-event back in the club
strike the same night
Suite 8 ran in parallel as a quieter host room for top customers and executives: no demos, no overt product marketing, light F&B, exclusive gifting, and the same identity language carried up from the club.
The room
The Delta Sky360 Club is not a blank box. Existing high-boys, stools, cafe tables, and chairs stayed in play where they earned their keep. The room was layered instead of fought: a living entrance wall, LED poster screens, a product display wall, a marketplace, a matcha bar that flipped to specialty cocktails, a leather stamping station, Zoltar in the corner, and a DJ for the post-show.
The entrance · Living wall, LED story loops, and the arch that pulled guests into the room
The entrance set the tone. A living wall unit carried the white Intel mark in planted panels, with LED tiles running the co-branded identity as animated artwork and a warm circular arch framing the lounge beyond. Guests were greeted by an Intel concierge with a hot moist towel. The wall doubled as the photo moment, so the identity left the building in every camera roll.
Around it, the styling stayed quiet on purpose. Olive trees and lady palms. Desert grasses, eucalyptus, poppy stems, desert sage. Weighted ceramics, diffusers, tonal pillows, warm candlelight. Blue and red matcha at the tea bar. Specialty cocktails named into the room: the Sandstone and the Oasis Negroni. A leather studio stamping initials into card holders as guests watched. Zoltar got branded cabinet panels, custom tickets, and a copy deck written in the brand’s voice. “Cool precision guides your path forward.” When the fortune teller has a content system, the hospitality brief is finished.
The marketplace · Merch styled as a room, not a table of swag
The marketplace sat as a full vignette: arched wood shelving, apparel, product, florals, and rugs, not a grab table. The pre-show menu held for roughly 100 guests: tray-passed bites, stationary boards, NA beverages, and the matcha station open before the keynote. The suite ran its own light menu through the show. Post-show flipped the room back to food, bar, and DJ until 9:30.
The production
The guest only saw the calm. The clock underneath was a load-in against Sphere access rules.
Monday, January 5: team onsite from 2:00pm. Entry wall, decor, LED posters, and Taylor truck load-in. Zoltar in on a 24-foot box truck with lift gate. Credentialing through Sphere’s employee entrance, wristbands and five Lot S production parking passes coordinated with venue ops. Bags scanned. Trucks unload and depart. Limited storage onsite, so vendors brought only what they needed.
Tuesday, January 6: team back at 8:00am. LED poster install at 10. Florals and greenery through early afternoon. DJ tech check. Leather station set. Brand ambassadors on matcha and merch. Room ready by 2:30 with playlist and votives. Guest arrivals at 3:30. During keynote the suite held top customers. At intermission the lounge bar opened and matcha flipped to specialty cocktails. Post-show food and DJ through 9:30. Strike the same night: Taylor on furniture, decor, and demo elements; florals out with the plants; Zoltar out with Absolute Amusements.
The discipline was the same one taken to every Intel room. Print grid locked. Floorplans versioned through December. Power drops mapped. Contact sheet with car make, model, and plate for every person who needed Lot S. Shipping tracker for Taylor Canada and Las Vegas inventory. Partner deck for the fabricators. Client deck for approvals. Onsite deck for the people who had to run the night without opening a laptop.
What endured
Delivered January 6, struck that night. The identity outlived the teardown in banners, wall loops, and guest photos. The production lesson is sharper: a co-branded hospitality room at the Sphere is not a styling exercise. It is a guest journey with a hard keynote in the middle, a suite that must never feel like a sales floor, and a load-in window that does not care how good the renders looked.
Same night. Same line. Innovation here doesn’t shout. It hums.
