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The "Teleportation Gate" in Chengdu – 2025 League of Legends World Championship

client:
OPPO
region:
APAC

Introduction

OPPO x WORLD 25

The 2025 League of Legends World Championship returns to China, bringing an e-sports citywide carnival to Chengdu!

As the primary agency, Uniplan partnered with OPPO to create an exclusive event. Upholding the core essence of the IP collaboration, we integrated the fundamental logic of product experiences to strengthen the binding partnership between the brand and League of Legends.

challenge

Create an experience that aligns with the gaming world

The creative core of this project is the "Ancient Dragon," which presents the greatest creative challenge: requiring precision, artistic craftsmanship, and ultimately approval from Riot Games headquarters.

Fans of League of Legends are renowned for their passion and attention to detail, meaning authenticity is non-negotiable. We had to create an experience that aligns with the gaming world while also aligning with OPPO’s brand objectives, balancing the needs of all stakeholders to deliver the most authentic experience for fans.

Solution

"The Summoner'sTeleportation Gate” open

The overall design embraces the "Teleportation Gate" concept from the game, and we've transported the in-game "Ancient Dragon" straight to Chengdu!

To authentically recreate the "Ancient Dragon," the production was overseen by Riot Games, Inc. (headquartered in the US and the owner of League of Legends) themselves. Pursuing ultimate realism, the team went through 12 rounds of color swatch adjustments and five iterations of detail refinement, meticulously crafting every scale and hue. The final result left fans in awe, delivering an incredibly lifelike and stunning visual impact!

How We Delivered

Integrate & interactive

The event booth was designed around the "Teleportation Gate" concept. Gamers can experience the Find X9 Series e-sports zone here, while the exhibition area features four interactive check-in stations, with in-game character cosplayers made appearances for on-site interactions.

Meanwhile, the team designed an OPPO "Teleport Bus" rooted in the "Teleportation Gate" concept exclusively for the event.
This feature enabled seamless transit: on-site visitors can board the bus for a direct, hassle-free ride from OPPO brand stores to the pop-up experience venue, transforming every store visit into an adventure beyond imagination.

Key Facts

Task: We partnered with OPPO to create a pop-up booth for the 2025 League of Legends World Championship. Guided by the core essence of the two IPs’ collaboration, we aimed to promote product experiences, highlight the e-sports adaptability advantages of the Find X9 Series (Official Gaming Phone of the Championship), and deepen the long-term partnership.

Challenge: The booth needed to stand out among numerous exhibits while striking a balance between the familiar core modules recognized by fans (continuity) and brand-new interactive and visual elements (innovation).

Solution: Centered around the "portal" concept from the game, we recreated the Ancient Dragon from the gaming world at the venue to deliver a powerful visual impact to gamers. With this concept as the core, the booth featured a portal-shaped structure and a life-sized Ancient Dragon installation. Seamless transportation was enabled via the OPPO "Transfer Shuttle," complemented by the Find X9 Series e-sports experience, four interactive check-in sessions, and appearances by cosplayers and KOLs.

Result: The "OPPO MVP Championship Trophy" became the most talked-about check-in landmark during the event. This Chengdu gathering marks another upgrade of the partnership between Uniplan & LoL: we fulfilled the expectations of long-time fans while successfully refreshing the on-site experience. Looking ahead, we will continue to create more exciting new possibilities with the brand.

Numbers

4 day exhibition

20.000 overall interactions