Intel House at Computex — Brian B. Morgan

Day Zero of Computex 2026: a press and partner hub at the Humble House, Taipei, with 14 demo stations, a secured NDA space, and a week of executive programming. Built overnight in a 10-hour window.

June 2, 2026, Taipei. Day Zero: the hours before the Computex keynote, before the show floor opens, before the noise. After a year of refocusing the business, this was Intel's first word to the people who shape the industry's narrative, and the brief was blunt about the stakes. Every demo, every briefing, every conversation had to answer one question: can Intel deliver? Sandbox-XM produced the answer end to end, and I led it as managing director and executive producer.

The brief

Not a trade show booth and not a press theater: a home base. Intel House took over the Humble House hotel, and the creative brief set the tone in one line we kept taped to everything. The venue is called Humble House. The experience is anything but.

The design carried the softer, hospitality-forward language we built for Intel Pro Day in New York across an ocean, executed with local fabrication partners in Taipei. Same confidence, same warmth, new scale.

The Intel House check-in: a long white counter with media and guest check-in paddles in front of a Welcome to Intel House graphic wall with orchids and palms — WELCOME TO INTEL HOUSE · CHECK-IN WITH DEDICATED MEDIA AND GUEST LANES

The work

The showcase filled the Orchid ballroom: 14 demo stations under LED-framed booths, from the new handheld gaming device that guests put their hands on before anyone else in the world, to a previously unreleased VR fab tour, live robotics, and the newest silicon across client, data center, and edge. The back third of the room disappeared behind a stretch-fabric brand wall: a secured NDA space where future products met customers under executive escort.

The Orchid ballroom demo showcase in use: LED-framed demo booths with press and partners at Intel Core Ultra, Xeon, and Ethernet stations — THE SHOWCASE · 14 STATIONS, LED-FRAMED, WITH THE NDA SPACE SEALED BEHIND THE BACK WALL

Around the showcase, the house ran as a full program: a 50-person briefing room, executive meeting suites across two floors, roundtables, and a living welcome wall with an LED screen set into the greenery. The week stacked three evening programs on the same footprint: a 150-person reception on Monday, the CEO dinner on Tuesday, and a partner summit on Wednesday, each requiring an overnight reset of rooms, walls, and graphics.

THE WELCOME MOMENT · A LIVING WALL WITH THE DEMO CONTENT SET INTO THE GREENERY

The number that defined the production: 10 hours. Access to the space began at midnight Sunday, and briefings started at 10 the next morning. Everything the press walked through on Day Zero, from the check-in counter to the last backlit badge, went up in a single overnight build.

The briefing room stage with a Where AI goes to work backdrop and rows of seating under cove lighting — THE BRIEFING ROOM · 50 SEATS, ONE MESSAGE

What endured

The story guests left with was the point: not spec sheets but narrative, hands-on conviction, access instead of theater. For the practice, what endured is the system. A design language born at one event carried to a second continent, executed by different fabricators against a brutal clock, and it still read as one brand showing up differently. Day Zero. Big news. Zero apologies.