Experiential agency vStream helps chip giant AMD to tell its AI story.
In a major coup for an Irish business, local experiential agency vStream has collaborated with electronics giant AMD to launch the first European AMD Product Experience Centre.
This groundbreaking interactive and immersive centre is designed to showcase the transformative power of the latest innovations from AMD in real-world applications across AI, cloud computing, gaming, and more by using immersive storytelling, interactive displays, and cutting-edge augmented reality experiences.
“The AMD Product Experience Centre is a testament to our shared vision of innovation, bringing advanced technology to life in a way that is both engaging and educational”
The AMD Experience Centre was meticulously crafted by vStream, from concept to production and installation, ensuring a seamless fusion of technology and storytelling. With a fully user-friendly management system, AMD representatives can demonstrate any product with the touch of a button, providing an engaging and dynamic experience for every visitor.
The new centre was opened by Ruth Cotter, Senior vice-president for Marketing, Communications and Human Resources at AMD, together with Andrew Jenkinson and Niall O’Driscoll, co-founders of vStream, and Brendan Farley, Managing Director Ireland and Corporate Vice President of Wireless Engineering at AMD.
Vision of innovation
Founded in 2007 by Andrew Jenkinson and Niall O’Driscoll, vStream is a global award-winning experiential agency specializing in innovation and storytelling. vStream uses design-thinking, creativity and innovation to solve complex problems and develop human-centric experience across multiple verticals for the world’s largest companies in both real and virtual worlds.
With a diverse client portfolio spanning industries such as sports, technology, healthcare, finance, and FMCG, vStream has delivered world-first brand experiences for McLaren and Mercedes F1, The Super Bowl, Manchester City FC, SAP, Dell, Pfizer, Novartis, and many more. Their expertise in immersive experiences continues to set the standard for cutting-edge brand engagement.
“We are incredibly proud to have worked with AMD on this project,” Jenkinson said.
“The AMD Product Experience Centre is a testament to our shared vision of innovation, bringing advanced technology to life in a way that is both engaging and educational. Our expertise in immersive storytelling has allowed us to create a space where visitors can truly interact with and understand the game-changing technologies from AMD.”
AMD is a global semiconductor company known for its high-performance computing and graphics products. In Ireland, AMD has a significant presence, focusing on research and development (R&D) and engineering operations.
AMD’s operations in Ireland are primarily based in Dublin and Cork. The company has been investing heavily in its Irish facilities, with a recent announcement of a $135m investment to expand its operations
This expansion aims to add up to 290 new jobs, focusing on R&D projects related to artificial intelligence, data centers, networking, and 6G communications infrastructure
“We are delighted to open AMD’s inaugural Product Experience Centre that is strategically aligned to our R&D and engineering presence in Ireland and is expected to support further collaboration and breakthrough innovations with our customers and partners,” said Cotter.
“Our collaboration with vStream enables us to showcase how AMD’s cutting-edge processors and adaptive computing technologies are shaping the future across a range of industries through a unique immersive experience.”
Experiential design in action
The AMD Product Experience Centre integrates multiple interactive elements to engage visitors in a dynamic and memorable way:
- A Personal Welcome from AMD CEO Dr. Lisa Su – Upon entering the space, visitors are greeted by AMD’s CEO via a large switchable glass screen, setting the stage for an inspiring exploration of AMD technology.
- Interactive Display Cases – Through an intuitive gamified experience, visitors can see how AMD processors power the world around us, with motion graphics, animations, and videos revealing physical products inside the futuristic transparent LED display cases.
- The Intelligent Table – An innovative tactile experience where users place AMD chips—AMD Versal™, AMD Ryzen™, AMD EPYC™, and AMD Instinct™—on the table surface to unlock interactive content that explores their impact across industries.
- Augmented Reality Experiences – A deep dive into how AMD is driving AI advancements in PCs with AMD Ryzen processors and in supercomputers with the latest generations of AMD EPYC processors and AMD Instinct accelerators, offering visitors a first-hand look at the future of AI-powered computing. Built on vStream’s award-winning work in Augmented Reality with brands including Pfizer and McLaren F1, this experience allows the user to interact with digital assets, while still seeing their surroundings and interacting with other guests – a true example of the power of spatial computing.
Main image at top: The new centre was opened by Ruth Cotter, Senior Vice-President for Marketing, Communications and Human Resources at AMD pictured centre with Brendan Farley, Managing Director Ireland and Corporate Vice President of Wireless Engineering at AMD together with Niall O’Driscoll (left) and Andrew Jenkinson and, co-founders of vStream. Picture by Damien Eagers/Coalesce. Picture credit: Damien Eagers
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