Genentech
Creative Direction / Design / Fabrication
A live “Breathing Wall” with physical movement created a stunning feature point for Genentech.
Taylor combined “Art + Science” in a thought-provoking, elegant exhibit that included an immersive 360-degree mini theater, casual seating and a café, and exploratory interactive touch screens to educate and engage attendees. Translucent internal walls kept the space light and airy and projected microvascular lung imagery on the fabric ceilings and exterior walls added a strong respiratory element. Bathed in light and boldly branded, the exhibit emerged as an oasis of calm on the hectic show floor.
The overall art gallery aesthetic was crowned with a never-seen-before “Breathing Wall.” Taylor choreographed soothing audio, a rotation of respiratory images, and physical movement of the wall to create a stunning exhibit feature. Besides creating intense show floor buzz, the “Breathing Wall” was a memorable attendee experience that conveyed Genentech’s commitment to innovative respiratory science.
Taylor’s innovative Breathing Wall won an Exhibit Design Award with Exhibitor Magazine.
