Riot Games — Multi-City Product Launch

Four fans in a teal-walled venue cheer and pose for a photo, one holding a foam sword and another wearing cat-ear headbands, with a screen and QR code sign behind them

Multi-city · 2025

CITIES: 6
SYNCHRONIZED LAUNCH: 48H
ATTENDEES: 6,000+

CLIENT: Riot Games
PROJECT TYPE: Product Launch Activation
SERVICES WE PROVIDED: Planning & Strategy; Production; Logistics; Guest Experience

We launched a Riot Games product in six cities across three continents at once, with every room built locally and identical down to the millimetre.

Guests mingle around high tables in a dark hall lit by orange and teal floor light, with glowing portal-style entrances and illustrated character panels along the back wall

Riot Games asked for six identical launch activations in six cities across three continents: same spatial design, same brand finish, same guest journey, same quality. Riot's audience records and shares everything in real time, and one off-brand venue in a side-by-side comparison would sink the campaign.

Shipping one set around the world was out. The timeline demanded six builds at once, each fabricated locally, and Riot's team holds colour, texture and sightlines to a standard most brands reserve for product packaging. Fabrication quality swings widely between Los Angeles, Tokyo and London. That had to disappear.

All six activations went live inside the 48-hour window, and attendee content from every city read as the same room.

Seen over the heads of the audience, an esports stage with two team desks under overhead screens showing in-game footage and purple, lime and white edge lighting

Our approach

Towerhouse wrote a central production framework and built it into fabrication bibles for every element: material specs, exact colour values with Delta-E tolerances, dimensional drawings, lighting plots and photo-verified references. A Towerhouse production lead sat in each city as the quality authority on the ground.

Every market sourced and built locally. Towerhouse vetted vendors, ran material samples through one central review, and held synchronized technical rehearsals across all six venues in the 72 hours before launch. Where a vendor missed spec, Towerhouse found another. Where a venue got in the way, the team engineered around it.

Project credits

Multi-City Product Launch

Single global production partner: Towerhouse Global
On-site quality control: Towerhouse production leads, one per city
Client: Riot Games

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Riot Games — Multi-City Product Launch