One of the biggest challenges was the scale of the space itself. We decided to create a series of experiences that would draw people in and give a flow to the installation. A 45-foot-wide high-resolution reactive and interactive wall of animated, stylized grass anchored the space. Set at the rear of the exhibit, it included a kiosk where visitors were asked, “What if everyone drove a hybrid?” For each answer, a blade of grass grew on the screen and connected with the user’s thought—creating a user-generated, product-relevant art display that mapped the collective thinking of the NextFest attendees.

Nearly everyone who came to the display commented that the interactive/reactive grass wall acted as a beacon, drawing them straight to the installation. Combined with information from the car projections and holograms, visitors discovered something they hadn’t known before: Saturn is more forward-thinking than they had realized.