Amplify creates sneak peak experience for Playstation PS4 launch

An artistic impression of Amplify's PS4 Lounge
An artistic impression of Amplify's PS4 Lounge

Amplify has been tasked to launch Playstation's latest console at a pop-up PS4 Lounge in London's Covent Garden.

The agency has created the PS4 Lounge on Bedford Street. It opens tomorrow (15 November) and runs until 1 December. The experience will allow gamers to try out the new PS4 console, which launches in the UK on 29 November.

Guests will be able to play games such as DriveClub, Knack, Call of Duty: Ghosts and Fifa 14. An over 18's area will also include Killzone: Shadow Fall, Battlefield 4 and Assassin's Creed IV: Black Flag.

The space will host two exclusive parties for Playstation UK's gaming community, Playstation Access, on 15 and 22 November. Media previews, celebrity appearances, consumer sampling and other community events will also be taking place.

As part of Playstation First, an academic development programme, young and future game developers will also be invited to put their creative minds to work whilst playing the PS4.

Jonathan Emmins, founder of Amplify, said: "Amplify have been enjoying working with Playstation on the launch of PS4 since the start of the year. It's been great to see the excitement and momentum building from media announcements to now – as the 29 November release is so achingly close.

"Whether it's a console, a title or an experience, Playstation is always looking to innovate and push the boundaries – and that's where Amplify come in. The PS4 Lounge is a true reflection of this. As the '#4The Players' mantra reflects every aspect of the launch campaign it's about giving gamers, whether core or casual, a deeper, more immersive experience of next generation gaming."

Last month, Amplify created a pop-up members’ club in Paris called Appartement 4, where key media, bloggers and influencers had the opportunity to experience the PS4 ahead of its launch in France.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free