Project Overview
To bring its Creating Space campaign to life, Morgan Stanley set out to spark conversation around equity in the future space economy. The vision: transform Times Square into an immersive, public-facing space museum exploring inclusive astronaut design and the future of space exploration.
Our team was selected to produce and execute the activation—translating campaign strategy into a high-impact, large-scale experiential environment in one of the most complex public venues in the world.
Our Role
As the lead experiential production partner, we executed all aspects of the Times Square activation with a focus on creative impact, operational excellence, and public engagement:
- Concept Realization: Translated high-level campaign messaging into a cohesive, walk-through spatial experience that balanced education, inspiration, and brand storytelling.
- Spatial Design & Fabrication: Engineered immersive environments — from a galaxy projection room to hands-on exhibits — that created a journey from Earth to imagined reaches of the universe.
- Interactive Technology Integration: Implemented AR photo stations where visitors could see themselves as astronauts and share content through social media and on giant digital signage.
- Logistics & Urban Production: Managed NYC permitting, street-level logistics, crowd flow planning, health & safety protocols, and seamless site operations in a densely populated public space.
- Technical & AV Oversight: Delivered robust audiovisual systems, projection mapping, lighting, and projection environments capable of withstanding heavy foot traffic and outdoor conditions.
The Experience
Over 3,000 visitors from 54 countries engaged with the installation, exploring:
- The evolution of spacesuit design
- The unveiling of the Access I conceptual spacesuit
- Immersive galaxy projections inspired by the James Webb Space Telescope
- AR-driven astronaut transformation experiences
The installation transformed one of the busiest intersections in the world into a portal to possibility—inviting the public to imagine a more inclusive future in space.
The Takeaway
This project demonstrates our ability to:
- Translate complex ideas into compelling physical experiences
- Execute high-profile activations in demanding urban environments
- Integrate immersive design with interactive technology
- Deliver turnkey production—from concept realization to final execution
We don’t just build environments.
We engineer experiences that move audiences—and amplify brand purpose at scale.
