The pop-up, created by Circle Agency, offered gamers the chance to experience six PlayStation titles, including Rez Infinite, Playroom VR and Battlezone, ahead of the VR headset’s release in October.
At each of the 12 gaming stations around the space, attendees were able to explore the games via a PlayStation headset, while spectators could watch the gameplay from large TV screens.
There was also a space for attendees – who could turn up on the day or pre-book their entry – to try out indie games from smaller studios.
The space also featured a photo booth, which fans could enter to create a GIF of themselves wearing a VR headset. This could be shared on their social media channels.
A chill out lounge complete with branded drinks and soft furnishings was also available to those who sought a bit of respite from the excitement of the event.
Claire Stokes, MD and founder at Circle Agency, said: "We were really excited to help PlayStation activate at EGX Rezzed this year – it provides the perfect audience to showcase PlayStation VR first hand. With so many devoted gamers in attendance it was vital that we created an immersive, stimulating and rewarding experience that left them wanting more.
"In this instance our job was to ensure that the process of facilitating demand for trial was as seamless as possible and that we facilitated lots of opportunity for those who experienced, to shout about it."
Brands are increasingly getting in on the VR action. Earlier this month, Ikea released its own VR app, which enables consumers to create their own life-sized virtual kitchen.
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