Showcall's Role
Showcall designed a dynamic stage environment that balanced scale with intimacy and, most importantly, functionality. The team engineered a custom set featuring 90-degree LED corner walls surrounding a central LED display, framed by sculptural hard-set elements for added depth and texture.
At the heart of the design, an elevated circular platform seamlessly transitioned between two-person interviews and panel discussions, while the surrounding stage supported podium-style and walk-and-talk presentations. Measuring just over ten feet tall, the structure incorporated curved architectural features accented with LED tape and profile lighting for dimension and atmosphere.
Every element was crafted with camera composition in mind, ensuring SAP’s branding and imagery translated both in person and on screen.
Overview
SAP approached Showcall with a unique creative challenge: to design and produce a live mainstage experience that looked and felt like a network television broadcast. The event brought together 1,000 of SAP’s top clients for a dynamic program featuring Emmy Award-winning actors and producers, world leaders, and Fortune 100 CEOs.
The production required a stage environment flexible enough to accommodate multiple formats—from intimate interviews and panel discussions to podium presentations and walk-and-talk segments—all while maintaining the vibe of a live TV studio.
Impact
The result was a live experience that delivered the polish of a studio broadcast with the engagement of an in-person event. The flexible set design created an environment that supported multiple presentation formats and, in turn, reinforced SAP’s brand identity without sacrificing visual continuity.
Through thoughtful design and a deep understanding of live broadcast dynamics, Showcall transformed a corporate program into an experience that felt elevated, modern, and intimate.
