Monday April 12, 2021
The first day of spring was the perfect time to debut a fresh and innovative look for esports titan, the League Championship Series (LCS). The LCS is North America’s largest professional esports league in the world’s most-watched esport, League of Legends. Design and technology converged resulting in a brand-new experience for esports fans and for the analysts who bring competitive gaming to a new level. Devlin Design Group along with the brand experience specialists at Troika re-imagined a dynamic new vision for LCS.
As esports continues to attract a larger audience, as well as big brand sponsors, the team at LCS wanted to make sure the new design significantly raised the bar for the LCS Showdown broadcasts.
“We’re so excited to finally be able to share this new design and new studio with our fans. It’s beautiful and perfectly captures the spirit and new branding of the LCS, but it also achieves the flexibility and function needed for both in-person and remote broadcasts, as we gradually ease back into live events,” said Justin Restaino, Creative Technology Producer for the LCS.
Engaging the audience in the excitement of esports competition is at the core of the scenic design development. Kartik Dakshinamoorthy, DDG’s VP and Scenic Design Director, added, “The team at LCS really wanted to push design boundaries, they did not want to emulate traditional sports design. Now was the perfect opportunity to create the ‘leading edge’ of esports design. Our goal was to exceed our client’s expectations, and especially exceed fans expectations!”
LCS expert analysts will have many weapons in their arsenal for presenting compelling tournament and match information by using more than 4100 square feet of display technology spread across a variety of impressive presentation areas. LED walls, strategically placed to give the broadcast a dynamic feel, let analysts interact and move easily between the different venues.
A stylized curving main conversation bar, designed to complement the shape of the new LCS logo creates a home base where analysts can meet up to discuss match highlights. Commentary flows between podcast members seated at a custom V-shaped desk.
Angular monolithic 3D scenic elements along with a multi-story effect, adds an impressive scale to the scenic storytelling environment. Dramatic backlit hero LCS logos anchor the main studio and interview space. Color-changing lighting allowing for a transformation in mood and tone, brings another layer of flexibility to the performance areas. A floating ceiling element of curving diamond shapes adds even more dimension to sweeping studio shots.
As Covid restrictions ease, players invited to the new interview set will also feel an elevated experience. The studio is a welcoming and flexible space, outfitted with a custom bench for a quick and casual chat, or a platform with sculptural chairs for an in-depth discussion, creating a perfect environment to connect with fan favorite team players or an intimate commentary.
Display graphic themes created by Troika, an agency known for their anthropological research in fandom and extensive work with blue-chip entertainment and sports clients, took a fan-centric approach to the brand design.
“Esports fans are a very avid community,” said Troika Creative Director, Josh Lynne. “To meet their needs, we built a package that delivers on different viewing experiences – a scalable system that has emotional and informational range, allows focus to be placed on any of the brand drivers, and celebrates the individual player, team or league as needed.”
The League Championship Series (LCS) is North America’s largest professional esports league in the world’s most-watched esport: League of Legends. Now in its ninth year, the LCS is the third-most popular major professional sports league among 18- to 34- year-olds in the United States. In 2021, the LCS kicked off with a refreshed look and tagline “made by many” to celebrate the fans, pros, and teams that support and inspire us to be the future of sports. Follow the LCS, @LCSOfficial on Twitter, and tune into the LCS on twitch.tv/LCS, youtube.com/LCS and lolesports.com on Fridays, Saturdays and Sundays.
The League Championship Series (LCS), now in its ninth year, is the third-most popular major professional sports league among 18- to 34- year-olds in the United States. In 2021, the LCS kicked off with a refreshed look and tagline “made by many” to celebrate the fans, pros, and teams that support and inspire LCS to be the future of sports. Follow the LCS, @LCSOfficial on Twitter, and tune into the LCS on twitch.tv/LCS, youtube.com/LCS and lolesports.com on Fridays, Saturdays and Sundays.
Set fabrication by Bungalow Scenic Studio.