As part of Microsoft’s global work with developing the quantum computer, they have established a laboratory in Denmark, in collaboration with University Of Copenhagen, where parts of the development work will take place – Microsoft Quantum Materials Lab.
Microsoft wants the laboratory, placed in their offices in Lyngby, to attract attention and be a visible example of their ongoing development activities. They therefore started collaborating with Format on the branding of the laboratory.
The target group consists of people who pass the building outside and guests, who are inside the building. They are thus defined by their errand in the area, not their technological perspective and interest. The objective of the collaboration thus became pushing traffic towards the laboratory, as well as creating curiosity regarding the development of the quantum computer.
With the ”Quantum leap” as our starting point, we developed ”Microsoft Quantum Park” (outdoors) and ”Quantum Lounge” (indoors) acting as two welcoming areas. Through recreational, aesthetic and engaging elements the areas relate a story on how big a technological leap Microsoft is taking in the laboratory, and which impact it is expected to have on the world.
Microsoft Quantum Park
A park with four stations was created which, besides recreational elements, all are themed around the technological quantum leap. Three of the stations are historical quantum leaps – electricity, telecommunication and the computer, while the fourth is the development of the quantum computer, which Microsoft works on in the laboratory.
The stations appeal to children and adults both. The children can do physical quantum leaps, and the adults can contemplate aesthetic interpretations of the quantum leap in the shape of sculptures developed by the artist Martin Marker. The stations have descriptions of historical and ongoing quantum leaps which, through information and questions, create the opportunity for parents and their children to reflect on what technology means to their lives, together.
The laboratory has designed a ”Quantum Lounge” for the indoors guests with comfortable design furniture. The lounge has a sculpture, which artistically interprets the quantum term. The wall is decorated with graphic elements that attract attention to the laboratory. In this way, guests are invited to follow the work in the laboratory and understand more about the quantum computer.
As a supplement to Quantum Park, Format facilitated an extended collaboration between Microsoft and Original Coffee who, for the event of opening the laboratory, created a special blend: Quantum Coffee - blend for the future of computing. With Microsoft Quantum Park and Quantum Lounge we have built a bridge of understanding between the scientists and their work in laboratories, and the people and families, who pass Microsoft in the public space.
Generate traffic and create curiosity among the target group
People passing the office and visitors to Microsoft
Microsoft Office and Quantum Materials Lab, Lyngby
Communication creates a channel for messages and narratives between companies, organizations and their target groups.
Conferences are physically facilitated communication between a large group of people, consisting of senders and participants.
Meetings are structured, physical communication between people, within a defined framework, that transforms knowledge into specific actions through decisions.
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