Silhouetted visitors before a glowing rocket graphic in neon-lit room

Culture & Entertainment

Case study

Magenta Moon

Berlin

360 square metres. No instructions. Something you walk through and carry out.

The Magenta Moon Garden was the experiential heart of Deutsche Telekom’s Magenta Moon Campus in Berlin: a multi-sensory learning space exploring sustainability, digital responsibility and media literacy through immersion instead of instruction.

What we built

Three spaces along a choreographed path. Sunrise Garden, warm and expansive, architecture, scent and sound signalling arrival. Moon Garden, quiet and contemplative, built to slow you down. And Magenta Moon at the heart, with generative graphics, evolving soundscapes, and real-time motion tracking responding to whoever’s in the room. Interactive without touch: the COVID constraint became the design language. Visitors moved through without ever seeing a sign.

The challenge

Teach sustainability, digital responsibility and media literacy without a single sign or instruction, and, after COVID-19 arrived mid-design, without touch.

Visitors walk through glowing blue light trails in a dark room

“Teenagers walked out talking about their own footprint, with no idea they had just been taught anything at all. ”

Project Team TSC

Sunrise Garden with warm expansive architecture and scent design

Moon Garden contemplative space built to slow visitors down

Magenta Moon heart space with generative evolving graphics

Choreographed path through three sustainability-themed gardens

Touch-free interactive media literacy experience after COVID redesign

Immersive garden room with architecture, scent and sound

Visitors walking the Magenta Moon sustainability journey

Red Dot Award 2021Winner Communication Design: Exhibition Design

Red Dot Award 2021Winner Best Brands & Communication Design: Spatial Design

Red Dot Award 2021Winner Interior Design: Exhibition Design Elements

BrandEx Award 2021Winner Best Thematic Exhibition

German Brand Award 2021Best of Best Brand Experience of the Year

German Brand Award 2021Winner Brand Communication: Brand Events, Fairs & Exhibitions

German Brand Award 2021Winner Excellent Communications Design

IDA Design Award 2021Honorable Mention Museum, Exhibits, Pavilions

IDA Design Award 2021Bronze Print-Signs, Exhibits and POP Displays

FRAME Award 2021Mention Exhibition

ADC Award 2021Shortlist Hybrid Event for Public

Credits

COMMISSION & PRODUCTION ‍

Client

Deutsche Telekom AG

Design & Communication

Meiré und Meiré, Köln

THE STORYTELLING COMPANY

Concept & Design & Production

Space Concept & Experience Design

PARTNERS

Set construction

maedebach, Braunschweig

Technics

AMBION GmbH, Kassel

Programme

Yadastar, Köln/Berlin

MARKETING & COMMUNICATIONS

Media

Mindshare, Frankfurt; emetriq, Hamburg

PR

Schröder+Schömbs PR, Berlin