Blast off from Bikini Bottom! First stop Moscow. Nickelodeon wanted to raise the profile of 1 of the world’s best-loved cartoon characters, and give fans of all ages a chance to experience this wacky Porifera's positivity. They challenged us to create a venue that would take SpongeBob SquarePants around the world, reaching beyond the TV show’s traditional audience, and inviting people to reconnect with the iconic yellow sponge.

Movie stars declare themselves fans. Fashion designers and artists say SpongeBob is their muse. He has been called the hippest cartoon on the planet. We were intrigued by the iconic character’s broad cultural relevance and his upbeat world view. People visit museums and galleries to 'soak-up' history, culture and art. That inspired us to translate the squeaky-clean character’s essence into unexpected works of art that would draw a broad audience.

‘Absorbent’ is a travelling celebration of SpongeBob SquarePants that turns pop culture into pop art. Visitors see the world through 'yellow glasses,' and absorb the cartoon character’s influence on popular culture.

If proof were ever needed of the power of positivity: on Absorbent’s opening night, an auction generated $87,000 for the Naked Heart Foundation, a Russian charity that builds playgrounds for kids with special needs. The show is currently in Geneva, and will travel throughout Europe in 2012.