IBM is leading the way in the Internet of Things. It’s HQ is a test bed for cutting edge IoT. But to look at it, you wouldn’t know.

Our brief was to showcase the extraordinary technology and rich data possibilities hidden inside this ordinary-looking building to visiting industry leaders. Given an empty space in the building, we designed an interactive brand experience that acted as the focal point of the C-suite sales process, bringing to life how IBM’s IoT is transforming the world of business.

We set out to make visible all the invisible streams of data in the world’s smartest building. Creating an immersive experience which showed visitors how IBM’s IoT could help them discover insights hiding within their data. Real-time data visualizations depicted the beauty and potential of IoT, making its benefits tangible.

IBM is leading the way in the Internet of Things. It’s HQ is a test bed for cutting edge IoT. But to look at it, you wouldn’t know.

Our brief was to showcase the extraordinary technology and rich data possibilities that were hidden inside this ordinary-looking building to visiting industry leaders. Given an empty space in the building, we designed an interactive brand experience that acted as the focal point of the C-suite sales process, bringing to life how IBM’s IoT is transforming the world of business.

We set out to make visible all the invisible streams of data in the world’s smartest building. Creating an immersive experience which showed visitors how IBM’s IoT could help them discover insights hiding within their data. Real-time data visualizations depicted the beauty and potential of IoT, making its benefits tangible.

Opening in July 2018, the ‘Museum of the Unseen’ brings C-suite leaders into the nerve center of IBM IoT. It demonstrates, demystifies, and integrates with IoT technologies.

The immersive experience is powered by the live data streams from the IoT technology throughout IBM’s HQ. Using data visualization, the ‘Museum of the Unseen’ brings IoT to life for prospective clients in a striking way. It showcases how other industries have used IoT data in unexpected ways, and plays a critical role in the new business sales funnel by revealing the hidden powers of IBM’s IoT.

The ‘Museum of the Unseen’ is an interactive brand experience that demonstrates, demystifies, and integrates with IoT technologies. Every object in the museum is IoT-enabled, and connected to the space around it. The museum is sensitive to the people visiting, reacting to their presence, predicting their behavior, and shaping around them to optimize their journey.

The experience consists of three distinct interactions:

360° BUILDING PROJECTIONS

First, visitors see a digital twin of IBM’s HQ, created from the building’s smart sensors. Data from thousands of sensors are continually collected using IBM’s IoT platform. Then, in real-time, they’re projection-mapped onto the scale model, with unique and beautiful data visualizations that illustrate ‘aha’ moments. For instance, sensors measuring air quality can sense by the tiniest fluctuations in CO2 levels which rooms are being most used, predicting maintenance needs accordingly.

INTERACTIVE EXHIBITS

Then, an interactive display case lets them explore how IBM is using IoT to transform clients’ businesses. Molded Corian objects alive with smart technology trigger films about how IBM is helping the world’s industries use IoT in unexpected ways.

IMMERSIVE DATA DISPLAY

When visitors place the objects on an interactive table nearby, the surface morphs, opening a portal filled with data visualizations that bring to life more in-depth client stories.

Every museum piece is embedded with RFID tags that enable them to be tracked as they move. Embedded cameras calculate objects’ positions and create a physical user interface as part of the presentation. All interaction zones are connected through a unified system and controlled by a docent’s Apple watch. New data collected is fed back into IBM’s building to improve the experience for future visitors.

Transforming all these invisible streams of data into a physical experience gives visitors a unique insight into how IBM’s IoT is revolutionizing the world of business.

The museum is designed to be the brand manifestation of IBM IoT and an education centre for industry leaders. Since it opened its doors it has converted hundreds of new business leads from the world’s most famous brands.

IBM has made it a permanent fixture, rolling it out to experience centers across the globe. The museum is also driving innovation internally, with the building’s sensors tracking visitors and suggesting ways to make their experience better and more seamless.