Life Lab

Role: Visitor Experience Strategy and Design, Content Development, Logo Animation
Phases: Concept -> Design

Global corporation Procter & Gamble sought to showcase their connected products and innovations at the 2019 Consumer Electronics Show (CES) in Las Vegas. 2x4 partnered with P&G to develop a holistic concept to promote their innovations “Rooted in science. Connected to everyday life.” The brand experience for the event featured several of the company’s top brands: SKII, Gillette, Olay, OralB, and Aria.

Our concept, “Life Lab” showcased the science behind P&G’s products. We designed the booth architecture and experience, including branding, digital, and content that highlighted P&G’s approach to innovation and human-inspired design. The 4,000 square foot booth provided an in-depth look at new products and related experiences. At the front of the booth a digital marquis promoted the day’s events, while a theatre at the center of the booth accommodated daily programming. We designed a custom logo, font and visual language for the event, including digital visualizations throughout the booth. “Life Lab” was voted one of the 20 top exhibits from a field of 4,400 at CES 2019.

Created at 2x4
Partner In Charge: Michael Rock
Direction: Chris Kupski, Tim Gambell
Design: Rona Binay, Scott Reinhard, Min Choi
Animation: JaeJin Ee