Capcom E3 Booth 2016
The flagship title for the year was Resident Evil 7, with Monster Hunter: Generations, Phoenix Wright: Ace Attorney, and Street Fighter V being feature releases. While Street Fighter had a preexisting setup that Capcom wished to reuse, the other three titles would have their own thematically-designed sections of the booth, with Resident Evil 7 being front-and-center.
For Resident Evil 7, the central setting of the dilapidated country home was used as inspiration to create a "haunted house", wherein private rooms were set up for attendees and press to play private VR demos of the game before exiting through the back into a general lounge space with a handful of conference rooms.
The house and the game were such a huge draw that attendees literally swarmed the front gates and nearly tore them down.
A custom airship was modeled and constructed to promote the release of Monster Hunter: Generations. No model existed to work with for its creation, and instead had to be constructed freehand with only a couple of low-res screenshots from the then in-development game to use as a reference.
Capcom loved the construction so much that a smaller version of the airship was modeled out - nicknamed internally as "The Boston Squish" - to comply with Boston's fire codes for when Capcom went to that year's PAX East convention.
Compared to Resident Evil and Monster Hunter, Ace Attorney was a simple setup. Liberal use of official art assets combined with a few physical props, however, ensured that this comparatively small corner of the Capcom booth was still an eye-catching draw for passing attendees.