Arcade Strange

Microsoft · Microsoft and Softcat Partner Summit, Celtic Manor · Wales

Microsoft + Softcat Partner Summit — Unlock Your Superpower

A mind-controlled robot pour that turned Microsoft's AI promise into a live, unforgettable demonstration of human capability extended by technology.

Corporate Event
Microsoft + Softcat Partner Summit — Unlock Your Superpower

At the Microsoft and Softcat Partner Summit in Celtic Manor, Wales, the stand theme asked delegates to "Unlock Your Superpower." We made that idea literal. Homer V — Arcade Strange's mind-controlled, drinks-pouring robot — let attendees pour a drink with nothing but their brainwaves. The EEG headset measured focus; the robot responded. Every successful pour was a live demonstration of AI extending human capability, and every spill became a memorable talking point. The activation gave Microsoft and Softcat a shareable, crowd-drawing centerpiece that connected their exponential-AI message to a real, physical experience.

The challenge

Microsoft and Softcat wrapped their Partner Summit stand around a precise campaign idea: "Unlock Your Superpower: Experience the Exponential. Embrace Limitless Possibilities with Microsoft and AI." The challenge was to make that promise feel tangible in a busy conference hall — not as a slide, but as a physical experience delegates could feel, share, and remember.

What we built

A mind-controlled drinks-pouring robot activation using Homer V, integrated with an EEG headset to translate focus into mechanical action and create a physical metaphor for AI-powered human potential.

The experience

We brought Homer V to Celtic Manor. Delegates wore an EEG headset and poured a drink using only their mental focus. The mind-controlled robot became a literal demonstration of "extending human power through technology" — a crowd-stopping, shareable moment that made the abstract exponential feel personal and immediate.

The result

The activation turned a software proposition into a live superpower trial. Microsoft and Softcat had a high-impact talking point that drew queues to the stand and gave delegates a memorable, first-hand experience of AI augmenting human capability.

What it delivered

The stand became one of the most visited at the summit, with delegates queuing to test their focus and experience the exponential firsthand. The activation gave Microsoft and Softcat a memorable, shareable proof point for their AI-human capability narrative.

Inventions used

More proof

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