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The San Francisco-based Google Cloud Next conference, which celebrates developers who build on the Google Cloud, grew to 25,000 attendees in 2018—a massive jump from 11,500 people the year prior. The design-forward conference aims to promote networking and collaboration. “We look to fill every learning space with surprise and delight photo moments—color and creativity is a great catalyst for engagement,” says creative director Philip McDougall.

Google Cloud Next used fun, interactive displays to promote Google products, such as this one that explained how Google Cloud protects sensitive emails and data.

In January, Google had its first major presence at C.E.S. in several years. Designed as a promotion for Google Assistant, a 6,000-square-foot, three-story “playground” outside the Las Vegas Convention Center highlighted how the assistant can impact consumers’ day-to-day lives.

The first floor of the C.E.S. activation had a Google Home Mini Donut Shop. At a kiosk, visitors were able to ask the Mini a question, which triggered a box to slide down a chute. The box either contained a doughnut or a Mini.

Google’s annual I/O developer conference takes inspiration from music festivals. Larger-than-life versions of Bugdroid, the Android mascot, marked certain areas of the event—such as the food pavilion—and also provided fun photos ops.

At Google I/O, large tents that held sessions during the day were illuminated for the nighttime events, which included an arcade, musical entertainment, magic shows, and more.

At the third Girlboss Rally, held in Los Angeles in April, sponsor Google Chromebook hosted a series of intensive sessions on ways its new technology can benefit small businesses. Signage on the walls discussed gender inequality in the start-up community.

Also at the Girlboss Rally, Google Chromebook invited entrepreneurs to get hands-on with its products in a stylish booth area.