The proposed concept for the the space divided it into 7 'Life Zones' covering key issues of sustainability under each topic.

The identity for the exhibition was based on this structure, however, it lacks a definitive form. Visitor responses to the content in each Life Zones manifest themselves as a generative variation of the basic shape. Each sustainability 'idea' created by visitors is coded with its own unique form which floats as a digital seed across the continuous screen that surrounds the space, collecting in the central zone.

This seed cloud can then be interrogated — visitors can access ideas by swiping their entry tag and see it played out across the screens.

A microsite and mobile app allow this ideas incubator to live beyond the physical space, existing online as well as at various locations around London.
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Agency: Imagination
Art Director: Jeremy Hofmeister Mac Lynn / Martyn Gooding