Role

Creative direction throughout Narrative/Concept, Design Development, and Implementation. Graphic design of some physical elements. Thought partner to Strategy team.

Challenge

In the process of planning for Executive Briefing Center enhancements for their existing Redmond location, Microsoft requested assistance with an experiential activation to showcase their Copilot AI product innovations and support successful customer engagements for their facility.

Solution

A powerful activation experience was crafted—a wall installation that seamlessly integrates material elements as a direct reflection of the storyline and brand messaging.

During the Research and Discovery phase, our team uncovered valuable insights that shaped our design solutions. This involved a series of interviews with stakeholders, a deep dive into the Copilot brand and offerings, and studies around the target audience.

Once the initial discovery and research data was distilled, a cohesive storyline and narrative took shape. This storyline serves as the foundation for all design elements within the activation.

The Copilot brand, in combination with the storyline, inspired our team to create an experience through fluid shape language and materiality. These elements in combination with digital demo stations throughout the space created a free flowing experience to allow guests, along with their guide, to seamlessly move between demo stations.

A Fluid Wall was created to captivate and inspire. Its final concept embraces an organic aesthetic, brought to life through perforated metal panels that allow for optional animated backlighting, adding depth and motion to the experience. Curved lighting elements weave throughout the structure, enhancing its fluidity and energy. Vibrant and passionate in its expression, the wall features dichroic film that transforms color as viewers move past, creating an ever-changing visual interplay that sparks curiosity and engagement.

Materiality (perforated metal, illuminated curves, vinyl applications, and holographic film) work together with shape language to create a harmonious, organic flow.