- How to create a consistent design language across a multitude of assets, from the main logo to five very different but interrelated experiments.

- How to visually align the website with the physical ‘lab-like’ space

- How to create a synthesized virtual and physical (online and in-museum) experience where people could share a sense of social presence in a simple way.

In collaboration with the London Science Museum, who are committed to educating people about the science that shapes our lives, we created 5 interactive physical experiments, made accessible to the world online. Experiment prototypes were built, tested, and rebuilt to achieve maximum efficacy in: developing a sense of social presence and collaboration between online and in-museum audiences; teaching of computer science topics; ability to reliably run 24/7 for a full year; and minimizing pain of queuing when massive online audiences funnel to control a limited set of physical machines, among other criteria.

In July 2012 we launched Web Lab in beta, and since then it has been experienced by over 5.5 million online visitors from 196 countries and 300,000 museum visitors, resulting in 4.5 million pieces of user generated content. Its overwhelming success reinforces the power of computer science and technology as a means to inspire, educate and communicate.

Web Lab pushes the boundaries of a conventional exhibition demonstrating the possibilities of the modern web, setting a new precedent for education in public spaces and how they are made more accessible to people from all over the world.