New York, New York

In celebration of this famous corporation's centennial, the THINK exhibition expresses IBM's contributions to "the way the world works, the story of progress, and innovative solutions for a better future." In collaboration with IBM, RAA planned and designed this experiential exhibition and led executive production of its complex media components. The striking environment transformed Jaffe Drive at Lincoln Center for the Performing Arts into a bright, twinkling, swooshing, mesmerizing, data-filled display that demonstrated the kinds of improvements technology can make to systems around the world.

A 123-foot-long exterior LED wall drew visitors with colorful animated patterns that translated into visual terms real-time data about water consumption, solar energy, air quality, traffic congestion, and commerce. The data streamed in from local sensors and live feeds from government agencies and academic institutions. The 3,000-square-foot interior space housed twenty eight-foot-tall media columns arranged in viewing clusters. Deployed between two 100-foot mirrored walls, they extended into infinity on both sides.

The columns supported forty eighty-five-inch plasma screens that performed two functions. First, they acted as an immersive theater, in which a twelve-minute film addressed technological progress being made in systems: advanced medicine, agriculture, and traffic sensors. Second, when the film ended, each panel became an interactive touch screen at which visitors could explore the ideas and initiatives, tools and techniques that "make the world work better" now and allow us to envision their utility in the future.

At the beginning of 2013, THINK opened in the Innovations Pavilion at Epcot®.


10,000 square feet

  • Cannes Lion Design-C05, Short List, Exhibtions and Live Events and Design: Advertising Typography, Posters (Ogilvy)

  • Communication Arts Interactive Annual March/April 2013

  • iF International Forum Design, iF Communication Design Award, Gold

  • Industrial Soceity of America, Gold International Design Excellence Awards

  • Communication Arts, Environmental Graphics

  • Art Directors Club, Gold and Audience Awards

  • Event Design Awards, Silver Winner, Best Use of Exterior Media

  • One Show Design, Gold Pencil for Events and Installations

  • SXSW Interactive Awards, Silver Winner, Best Use of Exterior Media

  • Next Awards (AICP), Integrated and Experiential

  • Society for Environmental Graphic Design, Merit Award

  • International Forum (iF) Design Awards

  • Epcot, Event Design Award, Silver  

  • Graphis Design Annual 2013, Platinum - Exhibits,

© 2014, Ralph Appelbaum Associates, Inc.