IMMERSIVE EXPERIENCES
BRANDING

Illumina

A four-floor tribute to the human genome: illuminating science as service.

Illumina engaged Hyperquake to create a storyline, customer journey, and experiential design for their new Executive Briefing Center within the Illumina headquarters campus in San Diego. The mission? To further the advancement of genomics to transform human health and the world.

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What is the human genome? What benefits come from understanding it? Through their innovative technology and solutions, Illumina is uniquely positioned to unlock the power of the genome for all, fundamentally shifting human healthcare, preventing new disease, safeguarding the world’s food supply and so much more.

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In conjunction with a full building renovation at their headquarters in San Diego, California, Hyperquake was brought in to concept not only their new Customer Experience Center but also activations throughout their whole campus. Driven by a single storyline, the Customer Experience Center and headquarters is a powerful tool to further the advancement of genomics to transform human health and the world.

OUR ROLE
Strategy & Planning
Positioning
Immersive Storytelling
Digital & Interactive Content
Executive Briefing Centers
COLLABORATORS

ZGF

MC2

Pixel Fiction

Real Art

Kubik

Emil Kara

Ray King

OVERVIEW

One
first ever executive briefing center experience for Illumina
One
first ever executive briefing center experience for Illumina
5,000
pieces number of pieces of dichromic glass in Ray King's “IllumaLens” glass sculpture installation
One
first ever executive briefing center experience for Illumina
5,000
pieces number of pieces of dichromic glass in Ray King's “IllumaLens” glass sculpture installation

Hyperquake worked alongside of Illumina to imagine how their story would come to life in the EBC. Over the course of two years, from early concept illustrations to opening, the EBC became a content rich, dynamic experience for Illumina’s customers. With a floor plan inspired by the double helix, the materials, content, and digital experience were all a reflection of their storyline, at every level.

Hyperquake worked alongside of Illumina to imagine how their story would come to life in the EBC. Over the course of two years, from early concept illustrations to opening, the EBC became a content rich, dynamic experience for Illumina’s customers. With a floor plan inspired by the double helix, the materials, content, and digital experience were all a reflection of their storyline, at every level.

Hyperquake worked alongside of Illumina to imagine how their story would come to life in the EBC. Over the course of two years, from early concept illustrations to opening, the EBC became a content rich, dynamic experience for Illumina’s customers. With a floor plan inspired by the double helix, the materials, content, and digital experience were all a reflection of their storyline, at every level.

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We worked with Illumina to create a robust library of custom content for their new EBC, showcased in engaging ways throughout the first floor immersive exhibit area, reflecting the storyline and respective chapters that Hyperquake put together.

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This included ambient digital content, on-cue video interviews, an interactive slider bar wall and table, and static graphic content.

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At the center, there is a three-story stair designed by the architect of record, ZGF. To complement the stair, Hyperquake commissioned artist Ray King to design and build a piece that is unique to Illumina and inspired by their mission.

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Titled “IllumaLens,” the hand installed piece is made of over 5,000 pieces of dichromic glass intended to catch the sunlight and evolve over the course of a day. The relationship between light and the dichromic glass parallels the theme of “light” in Illumina’s brand and technology.

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Partway through the project, Illumina felt like there was an opportunity to carry the storyline into other areas of the building. The idea was to create unique, thoughtful, and engaging ways to enhance the experience and inspire a sense of wonder. Designing with intention.

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Our concepts brought the Illumina story back to its foundation—that Illumina’s mission is built on the element of discovery. With inspiration from some of the first pioneers in genomic science, areas of Illumina’s impact in genomics, and the play on DNA sequencing being an activity of “decoding”, Hyperquake created a series of over 10 bespoke Environmental Graphic Design pieces designed to engage both visitors and employees.

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Hyperquake designed a “Decoding Moment” for each floor of the Illumina EBC. Each can be solved into inspiring quotes by famous scientists throughout history while also playing into key themes of Illumina’s brand.

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“The Executive Briefing Center will be a powerful tool to further the advancement of genomics to transform human health around the world.”
Michael Herren
Director of Global Executive Briefing Program, Illumina
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