Credit: Daniel Sims Photography The Launch of EA Sports FC 24
INCA Productions are a strategic creative agency who connect brands and audiences through live digital experiences. With offices in London and New York, their clients include Netflix, Meta, Moet and Chandon, Apple and Sky.
We have worked with INCA on several projects including The Fashion Awards 2022 at the Royal Albert Hall and delivering seating in The Tanks at Tate Modern for Meta.
INCA were searching for tiered and flat floor seating arrangements for the primary plenary launch event of EA Sports FC 24 – a video game that was unveiled in July 2023 – and set to be released towards the ends of the year. To align with their design brief, and to create an atmosphere that resembled a football stadium, INCA opted for our plastic seating options to design a room that emulated the shape of a stadium to provide guests with the ultimate experience.
Image credit: Daniel Sims Photography
Credit: Daniel Sims Photography 
Credit: Daniel Sims Photography 
Credit: Daniel Sims Photography 
Credit: Daniel Sims Photography 
Credit: Daniel Sims Photography 
Credit: Daniel Sims Photography 
Credit: Daniel Sims Photography 
Credit: Daniel Sims Photography The event was held at The Kromhoutal, situated on the banks of the River IJ in Amsterdam North. After decades of use as a factory hall, this remarkable 5000m2 industrial location was transformed into an event venue in 2012 and has evolved into a prominent destination for a wide range of events in Amsterdam. Given the elongated but narrow dimensions of the building, INCA required a bespoke seating bank design that would seamlessly accommodate the unique shape. In addition, it was essential to ensure that the row increments did not elevate the audience higher than a large layher structure that needed to be incorporated for the event branding.
INCA shared their design concepts and following our site visit to Amsterdam to conduct a comprehensive ground survey of the flooring. During our visit, our team worked closely local scenic vendors who would be responsible for cladding and constructing around the seating bank. This collaborative effort was essential to ensure we met the brief. We were able to include extra finishes of carpets and hard facias. We made further adjustments to enhance the audience’s access by widening the central audience view expanding it from 1.5m to 2.4m, mindful that the adaption ensured the fire evacuation points remained accessible.
The event proved to be a huge success, and INCA were thrilled with the smart finish, high quality seating, and our overall construction. They greatly appreciated our liaison with local suppliers and the support we extended to the local crew and teams.