Google’s Chrome Web Lab exhibition at London’s Science Museum seamlessly fuses the digital and physical. This creates an engaging experience that can be accessed by both museum visitors and online users.
The project brings the magic behind Google’s inner workings to life through a mix of five interactive installations. One of these is Universal Orchestra, which enables Google Chrome users around the world to collaborate with museum visitors and create musical compositions together. There is also Data Tracer, a map of where online data is physically stored; Sketchbots, mechanical arms that sketch visitor portraits in sand; Teleporter, which allows visitors to see predetermined locations around the world; and Lab Tag Explorer, which shows where online and physical visitors are from and what they have in common.
All the exhibits are powered by Google’s latest web developments, displaying the capabilities of Chrome in fresh and unexpected ways. Instead of showing the science behind these innovations, Google is instead using their effects to engage and inspire. The exhibition will run for a year (until summer 2013). A live web feed enables online users to view what’s going on at the Science Museum 24/7.
Consumer Insights: Google Web Labs is a fun and engaging way to inspire and educate consumers about the somewhat difficult to comprehend technological processes behind its Chrome browser. It taps into a consumer desire to get creative through a mix of digital and physical media.
Brand take-away: The exhibition is an innovative way to bridge the gap between online and offline experiences. It’s 24/7 nature enables Google to reach the widest possible audience. Google has also publicised the fact that it hopes to inspire a new generation of scientists and engineers giving the project a socially responsible facet.