Renesas international showcase event

Concept and delivery of biannual international ‘Smart World’ event for global technology market leader Renesas.

Delivery of the most successful international product showcase event to date.


Renesas is the number-one global supplier of microcontrollers in the domestic, retail, healthcare, industrial control and manufacturing sectors. The company’s biannual event attracts existing and potential OEM customers – such as Sony, Panasonic and Nintendo – to see its latest innovations.

Previous conferences had a traditional technology approach but for the Barcelona event, it needed to be more creative, inspiring and engaging in order to generate increased visitor engagement and, ultimately, a higher profile, more awareness and sales.


Bonfire had previously worked with Renesas when it was NEC Electronics on the previous two events. Our new brief was to help the company’s next IOD event in Barcelona break the mould of traditional technology events.

Our approach was founded on the simple, yet powerful, idea of creating a space that people would want to visit; one that excited, informed and engaged them. If we could deliver that experience to technology specialists within this event format, then we knew it could have an even greater impact on the 300+ delegates.


By creating, designing and branding a Smart World environment, we demonstrated how Renesas could engage the conference audience, creating an interactive experience that showcased how the power of the company’s micro-controllers could enrich everyday life – from kitchens to garages, from healthcare to the factory floor. Our cityscape-effect space incorporated layered graphic panels, interactive information stations, 3D models and themed audio visual content.

The exhibition design, dressing and digital presentations we created transformed the venue into a unique environment. Our onsite presence also ensured that the vision came to life as planned. Vibrant colours and patterns created a tangible sense of energy. Feedback from all aspects of the client’s business, including senior management in Japan, has been phenomenal.

The creative delivery was so well received that the visual styling was then adopted and integrated across a wide range of communications outputs across Europe.

Transformed the ground floor of the Hotel Arts, Barcelona into ‘Smart World’ themed event.

When developing a completely new style of event for our major customers, Bonfire proved to be an invaluable partner. They quickly adapted their way of thinking to our high-technology world, successfully interpreting complex next-generation ideas in a number of diverse market areas. Their proactive creativity, ability to deliver effective and professional multimedia and visuals, as well as sourcing the equipment required to realise our vision within a very restrictive time period, were essential elements in what was to become one of the most successful events we have ever held.”

Senior Manager, Renesas Electronics Europe GmbH