The idea was simple but powerful: make Bayer stand out against Summit by installing a massive, life-size, experiential recreation of the 25 Lyon stairs. The imposing physical structure, combined symbolism (overcoming struggle) with an open invitation to interact (whether digitally via a phone or by congregating on it and under it). It would provoke an authentically excited conversation about Leaps and galvanize interest among the world’s most influential innovators.

We designed the physical stairs and told the Leaps story through a messaging narrative arrayed around the exterior. To enable a high degree of interaction, we created a web-based app that connected to 25 rows of LED panels on the front of the stairs. By manipulating different parameters within the app, users could create their own generative art. Each piece of art was given a timestamp, and participants received calendar invites that specified a time to return and see their work live. The result was a constantly changing, collaborative visual display, and greater audience engagement. Under the stairs—in the reverse space—we built a dedicated place for comfortable, open discussion. Two moderated panel discussions were recorded using binaural audio, later becoming Podcasts on the Bayer Leaps website, which made it possible to extend the conversation beyond Summit and to the overall Bayer community.

Following the unveiling of Leaps by Bayer, interest towards the stairs was incredibly high. Organic conversations about Jaws’ leap transpired daily, and Summit attendees used the stairs as a backdrop for photos and posts on social media. Attendance for the conversations beneath the stairs was at full capacity both days.

As a result of the success in LA, the Bayer Leaps stairs traveled to San Francisco for an event in January.