FOR THE IMAGINATION
FOR THE IMAGINATION
So much of Fractal’s DNA involves algorithms, behavioral science, design processes and analytical thinking buried inside of code. So Fractal came to Union with a simple ask: bring to life all the scientific and engineering thinking within a 5,000 sf space and create a huge “wow factor” at their One World Trade Experience Center.
What evolved was an exploration into the company’s approach to data driven problem solving. Our design team collaborated with Fractal to create a transformational experience center that tells Fractal's visually compelling, yet digestible story.
WAY OF THINKING
The experience was designed to take the visitor through a world of imagination and magic. Each display was thoughtfully choreographed to invite intrigue and visually explain the tools and concepts that are utilized throughout Fractal’s way of thinking.
We created a modular set of visual components that could be utilized throughout Fractal’s global offices. Prospective clients were enticed with the opportunity to uncover the logic and design choices involved with Fractal’s products and services.
A BIG BANG LEADS TO
BIG DATA EXPLORATION
We created an invitation to explore, allowing visitors to engage with a tactile experience that could take them on a journey that matched their level of intrigue. The Dual Touch Screen App reveals Fractal’s history, industry focus, full suite of products and services, and deeper content threads through various gestures and touch events.
PART MYSTERY PART MAGIC
A NEW FORM OF GREETING
Ethereal, transparent and transformational, we created a dynamic “welcome sign” projected on smart glass that was programmed with facial recognition algorithms to say hello to employees and inform visitors that their journey through the experience center was about to begin.
BRAND ESSENCE REVEALED
We brought the Fractal brand to life by creating a logo cutout with video content behind the letter forms. The result is a constantly changing brand expression that is fused into a mixture of materiality and digital messaging.
Large scale immersive displays are set to calm mode in the background for thoughtful collaboration with team members during work sessions, while visitors experience brand mode. We also created a progression of live video narratives, interactive story-telling, and gamification scenarios for real world problem solving.