Concepts
Twenty-eight concepts ready to be built: the idea, what it solves, how it works and where it applies. Not a portfolio — formats you can take into a project.
Museums
Portal Into a Space That Doesn't Exist Yet
When you need to show an unbuilt project, a vanished world or an unreachable space — and let people explore it on their own.
What it solves
- Shows ideas and objects before they physically exist.
- Turns a presentation into self-guided exploration.
- Makes the scale, structure and atmosphere of a space easy to grasp.
How it works
A digital portal opens on a phone, a tablet or AR glasses. The visitor steps closer, shifts the angle and literally looks through into another world.
I'm already inside something that so far exists only as an idea.
Mechanics
- Full-scale AR portal
- Interactive points of interest
- Spatial audio
- Free movement
- AI guide or shared mode — optional
Why this way
Video walks the viewer along a route someone else chose. An AR portal hands over the controls. People decide where to look, what to examine and how fast to move — and the digital model starts to feel like a personal discovery. In education the same format opens the door to historical eras, natural environments, the inner workings of the body or objects in deep space.
Where it applies
Real estate development • museums • exhibitions • education • tourism • corporate showrooms
What it can show
Residential developments, interiors, lost architecture, historical events, natural environments, machinery, vehicles, scientific models and fictional worlds.
See What's Hidden Inside
When what's inside an object matters more than its outer shell.
What it solves
- Explains complex engineering without taking the object apart.
- Links a physical model to the processes running inside it.
- Makes a product's advantages visible at a glance.
How it works
The visitor points a tablet at a real object or a scale model. On screen the shell turns transparent: mechanisms, flows, inner layers and the links between processes come into view.
I can see how it's built and why it works.
Mechanics
- Object recognition
- Precisely registered 3D graphics
- Animation of internal processes
- Interactive layers
- Handheld or fixed screens
Why this way
Complex systems are hard to explain in words and diagrams. When digital graphics lock precisely onto the real object, people see the form and the operating principle at the same time. The path from curiosity to understanding gets much shorter, and the object can be revealed layer by layer.
Where it applies
Industry • technology museums • education • medicine • showrooms • exhibitions
What it can show
Aircraft, cars, machine tools, buildings, building systems, the human body, geological strata, historical artifacts.
Visitor Becomes Part of the Exhibition
When an exhibition needs a personal takeaway that people will want to keep and show to others.
What it solves
- Turns a viewer into a participant.
- Creates a natural magnet — and a natural sharing point.
- Extends contact with the exhibition far beyond its walls.
How it works
A person looks into a mirror. A few seconds later the reflection becomes a portrait — in the style of an artist, a period or the exhibition's own visual language.
This artwork was made out of me, just now.
Mechanics
- Mirror screen
- Camera and generative processing
- Several artistic styles
- QR code or direct delivery of the result
- Queue and repeat-visit scenario
Why this way
Personalization grabs attention instantly: people find themselves inside the exhibit. The short wait builds anticipation, and the finished portrait becomes a tangible continuation of the visit — saved, sent to friends, posted.
Where it applies
Museums • art exhibitions • brand zones • festivals • learning spaces
What it can show
Styles of specific artists, periods, cultures, scientific themes, brands and events. Portraits can be made for couples, families and whole groups.
Exhibition as Spatial Composition
When you want to break out of the usual row of screens and build the space around one visual idea.
What it solves
- Gives the exhibition an architecture of its own.
- Binds several screens into a single narrative.
- Puts all content under one control console.
How it works
Screens, pylons and curved surfaces form one continuous composition. Content flows from plane to plane, and the viewer reads the exhibit as a single object.
I'm standing inside an interface, not in front of a bank of monitors.
Mechanics
- Screens of non-standard geometry
- Synchronized content
- Concave central screen
- Control console
- Lighting scenario
Why this way
Scattered displays force people to switch between separate messages. One spatial composition holds attention and lets you build real dramaturgy: from the big picture to the detail, from passive watching to choosing and exploring.
Where it applies
Exhibitions • museums • showrooms • presentation centers • corporate spaces
What it can show
Shape, number of modules, control setup and content all adjust to the subject, the floor area and the expected visitor flow.
A Big Journey for a Big Audience
When dozens or hundreds of viewers have to step inside the same story at the same time.
What it solves
- Delivers presence at scale.
- Shows places and events at a scale that convinces.
- Works as the climax of a route or as a standalone attraction.
How it works
A concave screen wraps the field of view and moves the audience into a virtual environment: a city, a historical era, a natural landscape or a world of technology.
The room disappeared and we were there.
Mechanics
- Large concave LED screen
- Panoramic content
- Spatial audio
- Interactive or linear scenario
- Group viewing
Why this way
Peripheral vision is what makes presence feel real. A curved screen fills it and hides the edges of the image. That's why even a large group reads the content as a space rather than a film on a wall.
Where it applies
Museums • visitor centres • tourist centers • corporate showrooms • learning spaces
What it can show
Historical reconstructions, city journeys, expeditions into nature, industry, science, space, projects still to be built.
Team Quest Around One Table
When visitors need a shared task — and each of them a role of their own.
What it solves
- Replaces solo viewing with a shared experience.
- Exercises communication and decision-making.
- Holds a group through a long scenario.
How it works
Six players take places around an interactive table. Each has a personal interface, and the outcome depends on how well the group combines its decisions.
Nobody gets through this alone — we have to act together.
Mechanics
- Projection or LED table
- Personal control zones
- Touch interaction
- Shared mission narrative
- Room-wide light and sound
Why this way
A shared goal turns strangers into a team within seconds. Every individual action affects the common result, so attention is held by social dynamics as much as by content. The scenario blends learning, play and discussion without strain.
Where it applies
Museums • science centers • corporate training • entertainment venues • exhibitions
What it can show
Science missions, running a city, ecology, history, space, corporate challenges and pure entertainment quests.
Immersion Starts at the Door
When the first impression has to set the mood for the whole space, instantly.
What it solves
- Turns the entrance into a scene in its own right.
- Delivers the brand's atmosphere before the main route even begins.
- Creates a strong visual landmark.
How it works
LED surfaces are built into the frame of doors and passages. Water, light, fire or abstract graphics stream around the opening and change what crossing it feels like.
I crossed a line and came out in another world.
Mechanics
- LED screens integrated into the architecture
- Content shaped to the opening
- Light and sound
- Response to approach
- Indoor or outdoor build
Why this way
Walking through a doorway is already a natural change of state. When architecture underlines that moment with movement and light, people arrive emotionally prepared for what comes next. The entrance becomes part of the narrative instead of a piece of infrastructure.
Where it applies
Museums • offices • showrooms • exhibitions • shopping centers • public spaces
What it can show
From a compact doorway portal to a large facade installation. Content can follow the season, the event, the brand or the story of the place.
A Wall That Lives With the Space
When a large architectural volume has to hold both a permanent identity and content that keeps changing.
What it solves
- Brings a blank wall to life.
- Connects a commemorative object to the organization's current life.
- Gives the interior a strong center.
How it works
A solid monument or display merges with a large screen. The permanent part holds the core of the story; the digital part carries events, people, data and new meaning.
The story of this place is continuing right now.
Mechanics
- Solid monolith
- Large LED screen
- Updatable content
- Infographics and archive
- Event scenarios
Why this way
A fully digital wall loses its sense of weight fast; a fully material one stops developing. Two layers together give both permanence and life: the place keeps its symbol and still shows something new.
Where it applies
Universities • business schools • museums • corporate centers • public buildings
What it can show
A founders' wall, company history, achievements, scientific discoveries, an events calendar and a living community archive.
A Ship's Story Unfolds Around Its Model
When a physical exhibit needs movement, scale and events added to it.
What it solves
- Brings static models to life.
- Shows processes that could never fit into the physical build.
- Fits a series of self-contained stories into one hall.
How it works
A physical ship model sits inside a holographic display. Virtual graphics show its motion, its interior, its crew and the events around it.
It stopped being a model — a real scene is playing out in front of me.
Mechanics
- Physical model
- Reflective pane
- Concealed screen
- 3D animation
- Synchronized sound and light
Why this way
The model gives exact form and genuine depth; the digital layer adds time. Visitors see not just what the object looked like but what happened to it: aircraft landing on deck, the crew at work, a dive, sails filling with wind.
Where it applies
Maritime museums • history exhibitions • education • visitor centres
What it can show
Ships, architecture, battles, cities, industrial processes and natural systems.
Brands
Complex Object, One Synchronized Show
When a large group has to move quickly through a dense product presentation.
What it solves
- Pulls dozens of specifications into one vivid scenario.
- Works under tight time limits and heavy visitor throughput.
- Shows a complex object right inside its real environment.
How it works
Several synchronized holographic LED displays build a single graphic canvas in mid-air inside a cockpit, a cabin or a technical space.
The graphics appeared inside the real object.
Mechanics
- Synchronized holographic LED displays
- One shared show timeline
- Infographics and 3D animation
- Light and sound
- Continuous-flow scenario for groups
Why this way
No walking from one screen to the next. Every message unfolds inside the object itself, tied precisely to the details it describes. Synchronization makes it read as a single show, and the short format keeps a heavy flow of visitors moving.
Where it applies
Transportation • industry • exhibitions • technology museums • product launches
What it can show
An aircraft, a train, a car, a ship, a production line, a laboratory, a power facility or a historical interior.
Future Building, Right Above the Model
When a buyer needs to see a future property in more depth than renders and brochures allow.
What it solves
- Adds a live layer of information to a physical model.
- Shows the views, floor plans and specifications of one specific unit.
- Makes options comparable right there in the conversation.
How it works
A tablet recognizes the architectural model and layers digital information over it. Pick a building, a floor or an apartment and the plan, the view from the window and the key figures appear at once.
I can already picture living here — in this exact place.
Mechanics
- AR over a physical model
- Interactive markers
- Panoramas and window views
- Floor plans and unit availability
- CRM integration — optional
Why this way
A physical model explains the project as a whole but answers personal questions badly. Augmented reality connects the scale of the whole development with the details of one apartment. The buyer stays in the context of the place and gets precise information at the same time.
Where it applies
Sales offices • developer showrooms • real estate fairs • city presentations
What it can show
Residential developments, resorts, office districts, master plans, retail and public spaces.
Property at the Scale of Being There
When a project has to be shown to a whole group with a sense of full immersion.
What it solves
- Puts people inside the building before it exists.
- Covers architecture, interiors and surroundings in one scenario.
- Works both for a guided pitch and for self-guided viewing.
How it works
A large curved screen fills the field of view and renders the future project in real time. You can move across the site, step into interiors and overlay infographics.
I'm standing in the neighborhood before it's built.
Mechanics
- Panoramic LED screen
- Real-time 3D
- Tablet or console control
- Infographics
- Companion touchscreens
Why this way
A big image changes the scale of perception: people stop reading the project as a picture and start judging distances, surroundings and atmosphere. Real-time control means a client's question gets answered on the spot.
Where it applies
Developer sales centers • corporate presentations • exhibitions • urban planning centers
What it can show
From a compact sales area to a full immersive hall. Day and night lighting, seasons, movement scenarios and personal routes are all possible.
Showroom That Sells a Way of Life
When the sales office has to be part of the project's brand and back up the work of the sales team.
What it solves
- Creates one coherent presentation environment.
- Lets a large screen be driven mid-conversation.
- Brings architecture, hard data and emotional content together.
How it works
Custom-shaped screens, secondary panels and a designed control console turn a property viewing into a directed scenario.
The project convinces me before I've seen a single apartment.
Mechanics
- Flat and concave screens
- Tablet control
- Presentation scenarios
- Interactive floor plans
- Synchronized light and sound
Why this way
The system supports a live conversation instead of replacing it. A sales manager moves in seconds from the big idea to the right apartment, view or amenity. The space keeps its emotional scale while the controls stay simple and invisible to the client.
Where it applies
Sales offices • premium showrooms • presentation centers • exhibition pavilions
What it can show
To different property segments, brand identities, sales scripts and levels of automation.
A Physical Object Comes to Life
When a scale model has to show not just a shape, but action, environment and the processes around it.
What it solves
- Combines the physical credibility of a model with the motion of digital content.
- Shows the object in different modes and situations.
- Creates the illusion of a real 3D world with no headset.
How it works
A physical model sits between a projected backdrop and a transparent reflective pane. Virtual objects, infographics and animation appear around it, driven from a console.
I'm looking at a real model and, at the same time, at the world that exists around it.
Mechanics
- Physical or motorized model
- Projected backdrop
- Holographic reflection
- Interactive console
- Synchronized animation
Why this way
The real model gives volume and materiality; the digital layers show what can't be built physically — movement, flows, surroundings, hidden processes. The eye merges the layers into one scene, so the object reads as a living system.
Where it applies
Technology museums • transportation • industry • showrooms • education
What it can show
Helicopters, aircraft, cars, spacecraft, architecture, production equipment and historical machines.
An Object That Looks Impossible
When a product or an exhibit has to own the room and be explored in three dimensions.
What it solves
- Creates the illusion of a 3D object floating in air.
- Lets people manipulate the model without a VR headset.
- Combines a showstopper with a working product catalog.
How it works
A volumetric image appears inside a darkened prism. The visitor rotates the object, switches modes and opens further layers of information.
The object hangs in mid-air and answers to what I do.
Mechanics
- Reflective holographic pane
- Concealed screens
- Projection onto floor or backdrop
- Interactive console
- 3D content
Why this way
The contrast between a dark enclosure and a glowing image hides every technical edge. Several synchronized visual layers build real depth, and interaction turns the effect from a display case into a tool for exploration.
Where it applies
Technology showrooms • museums • exhibitions • luxury retail • education centers
What it can show
Mechanisms, electronics, jewelry, architecture, anatomy, historical objects and digital art.
Show How a Space Will Live
When what you're selling is not an interior as a set of finishes, but the life that will happen inside it.
What it solves
- Adds human presence to the scenario.
- Shows what the space does, in action.
- Ties a physical model to an emotional story.
How it works
A physical interior model gains views beyond its windows and translucent human figures. Short scenes play out inside it: everyday life, work, a historical event.
I'm not looking at an empty room — I'm looking at a moment of my future life.
Mechanics
- Physical interior model
- Holographic characters
- Dynamic views through the windows
- Use-case scenarios
- Lighting timeline
Why this way
An empty model asks people to imagine the life inside it for themselves. Characters, movement and the changing time of day do that work for them. The project is understood through familiar situations, not only through dimensions and finishes.
Where it applies
Real estate development • museums • hotels • showrooms • exhibitions
What it can show
Homes, offices, hotels, historical rooms, laboratories and technology spaces.
One Object Stops the Crowd
When you need a simple, physically convincing center of attention.
What it solves
- Poses an instant visual question.
- Lifts a product or an exhibit out of the informational noise.
- Works with no screen and no interface at all.
How it works
The object floats in the air, turning slowly. Form, light and material are chosen to make its weight look utterly real.
I know what I'm seeing, and I still can't explain how it's possible.
Mechanics
- Magnetic levitation
- Weight-optimized replica
- Concealed structure
- Precise lighting
- Slow rotation
Why this way
The brain spots a broken law of physics instantly. The contrast between how heavy the object looks and the fact that it simply hangs there creates a tension that holds the eye and pulls people closer.
Where it applies
Exhibitions • museums • window displays • showrooms • product launches
What it can show
A stone, a product, an artifact, a logo, a model of a planet, an engineered component or an art object.
Screens Become Architecture
When a space needs a form of its own and content has to escape the standard rectangle.
What it solves
- Creates a recognizable visual language.
- Merges architecture and media.
- Lets you assemble different compositions from the same modules.
How it works
Screens of different sizes and geometries fold into faceted objects. From one particular viewpoint the content locks into a single image; as you move, it unfolds into a layered composition.
The image exists on the screen and in real space at once.
Mechanics
- Custom-shaped screens
- Anamorphic content
- Modular structure
- Kinetics — optional
- Synchronized graphics
Why this way
An unusual form earns attention before a single frame plays. The anamorphic effect rewards the viewer for finding the right spot and makes moving through the space part of the experience.
Where it applies
Exhibitions • showrooms • retail • museums • offices • stages
What it can show
Scale, configuration, how much of it moves, the type of content and the number of perfect viewing points.
City
Facade That Reacts to People
When an architectural surface has to become the main media object of the space.
What it solves
- Draws attention from far away.
- Turns a facade or a window display into a living stage.
- Lets the space answer to the people in it.
How it works
A screen structure of complex geometry becomes part of the architecture. The image shifts, breaks into three-dimensional fragments, responds to movement and never quite repeats itself.
The building noticed me and changed.
Mechanics
- Custom-shaped LED modules
- Kinetic elements
- Cameras and sensors
- Generative graphics
- Content driven by the flow of people
Why this way
An ordinary screen keeps content inside a fixed rectangle. Art Screen makes the image itself part of the building's form. Reacting to viewers gives it the feel of a living object, and kinetics amplify the effect even without an elaborate storyline.
Where it applies
Facades • window displays • exhibitions • public spaces • offices • flagship stores
What it can show
From a compact window display to a full-size media facade. Behavior can follow the time of day, the weather, events, crowd density or the actions of one particular person.
The Space Starts Speaking
When an interior needs a live information layer built into the architecture itself.
What it solves
- Delivers information without standalone display boards.
- Ties separate zones together with one visual language.
- Makes the space personalizable.
How it works
Narrow LED lines run across walls, ceiling and floor. Text, data, graphics and signals travel along them, setting the digital rhythm of the space.
The information moves along with me.
Mechanics
- Narrow LED modules
- Content in motion
- Live data integration
- Recognition or personalization — optional
- Architectural transitions between planes
Why this way
A line naturally guides the eye and the feet. Instead of sitting on a separate screen, information becomes part of the route: it travels with people, links zones and can change with the hour, the event or the audience.
Where it applies
Offices • museums • transport hubs • showrooms • retail and public spaces
What it can show
Wayfinding, news, company data, artworks, market figures, personal messages and cues inside a scenario.
The Street Gets a Window Into Somewhere Else
When passers-by need a reason to care about a place or an event before they've decided to go in.
What it solves
- Creates a striking teaser out in the city.
- Shows what's happening inside the space.
- Invites photos and spreads on its own.
How it works
A glowing street object looks like a portal. Inside it: moving artwork, or a live feed from a museum, a store, a showroom or an event.
I just stumbled on a passage to somewhere else.
Mechanics
- Outdoor screen
- Architectural enclosure
- Artistic or live content
- Camera and interaction — optional
- Photogenic composition
Why this way
The portal runs on plain curiosity: you want to look inside the frame and work out where that space actually is. The form makes a clear visual gesture, and live content turns advertising into an experience the city gets to keep.
Where it applies
Urban spaces • museums • festivals • stores • office centers • exhibitions
What it can show
An exhibition teaser, a window between two cities, a live feed from a venue, an art object, a brand activation or a seasonal installation.
Skill Through Action and Full Presence
When someone has to train or run missions in a controlled virtual environment.
What it solves
- Combines visual, physical and tactile input.
- Makes difficult scenarios repeatable and safe.
- Serves entertainment and professional training alike.
How it works
A panoramic screen, force-feedback controllers and a motion platform create the sensation of moving through a virtual world.
My body reacts as if this were really happening.
Mechanics
- Panoramic screen
- Physical controllers
- Force feedback and vibration
- Motion platform
- Instructor console
Why this way
Skills form faster when a decision comes paired with a physical action and immediate feedback. The system sets the difficulty, replays episodes and analyzes how the trainee responded, all under controlled conditions.
Where it applies
Training centers • museums • theme parks • corporate training • entertainment
What it can show
Rescue operations, industrial safety, transportation, sports, historical scenarios and science-fiction missions.
Training Turns Into a Game
When people need a reason to move longer, more often and with more appetite.
What it solves
- Lowers the mental barrier to physical effort.
- Adapts tasks to each person's level.
- Sets up both solo and team competition.
How it works
Light, projection and sensors turn a room into a playing field. The system shows where to move, what to touch, where to throw and when to change pace.
I'm playing — and only afterwards do I notice how hard I worked.
Mechanics
- Motion tracking
- Light and projection targets
- Adaptive difficulty
- Scoring system
- Team modes
Why this way
A game swaps the abstract goal of "working out" for short, concrete tasks and instant feedback. People see progress, make decisions and get an emotional reward, so the effort feels lighter.
Where it applies
Fitness clubs • sports centers • schools • rehabilitation • family entertainment
What it can show
Cardio, coordination, reaction time, team games, children's classes, rehabilitation exercises.
Every Step Becomes Part of the Message
When an everyday route should turn into a visual and narrative event.
What it solves
- Turns a staircase into a full-fledged medium.
- Links a person's movement to the unfolding of content.
- Creates a strong image without taking up extra floor space.
How it works
Purpose-built LED screens cover the risers or the entire surface of a staircase. Text, graphics and artworks assemble into one image.
I'm climbing through a story, not just up the stairs.
Mechanics
- Load-rated LED modules
- Content built to the geometry of the steps
- Anamorphic view
- Response to movement — optional
- Wayfinding integration
Why this way
A staircase already sets a sequence and a rhythm. Content can reveal itself step by step, guide people and resolve into one big image from a key vantage point. An everyday action becomes part of the narrative.
Where it applies
Museums • offices • universities • shopping centers • exhibitions • public buildings
What it can show
Wayfinding, the story of an organization, data, art, ad campaigns, game challenges and learning sequences.
A Real Jump Lands You in a Digital World
When you need a spectacular attraction that reads at a glance and runs on real physical movement.
What it solves
- Joins physical activity to a virtual journey.
- Creates a strong show for everyone watching.
- Suits short, repeatable sessions.
How it works
The visitor jumps on a trampoline and a tracking system carries every jump into a 3D world on a large screen: across rooftops, through forests and mountains, or down an airport terminal.
My own movement became part of a video game.
Mechanics
- Trampoline
- Body and jump tracking
- Real-time 3D
- Screen aligned to the player's viewpoint
- Game scenario
Why this way
The link between physical effort and the virtual world's instant response gives a rare feeling of control. The mechanic needs no instructions, and watching is nearly as good as taking part, so a crowd gathers around the installation on its own.
Where it applies
Airports • entertainment centers • museums • brand events • sports venues
What it can show
City routes, natural worlds, journeys through a brand's own locations, athletic challenges, training and fantasy adventures.*6
Future
Museum as a Working Space Base
When an educational subject has to become a sequence of personal missions.
What it solves
- Fuses knowledge, play and the sense of presence.
- Lets a visitor step into the role of an explorer.
- Turns separate exhibits into one coherent route.
How it works
Visitors enter a Mars base, look out at the surface of the planet through a hemispherical screen and complete tasks at interactive stations.
We're not studying Mars. We live and work here.
Mechanics
- Hemispherical screen
- Stations with physical buttons and mechanics
- Mission system
- Solo and group tasks
- Physical set design
Why this way
A role and a goal turn a pile of facts into a story. Information arrives at the moment it's needed to solve something: choose a landing site, ration supplies, ride out a storm, analyze a sample. Knowledge becomes a tool for action.
Where it applies
Space museums • science centers • education • theme parks • visitor centres
What it can show
A lunar base, a polar station, an underwater laboratory, an archaeological expedition and other worlds built for learning.
Artwork Painted by a State of Mind
When you want to give visitors an unexpected way to see and express what's going on inside them.
What it solves
- Makes invisible brain activity visible.
- Produces a personal artwork with no artistic skill required.
- Brings together art, science and self-observation.
How it works
A neurointerface reads brain activity, and a generative system turns it into color, movement, composition and sound.
I saw a visual trace of my own consciousness.
Mechanics
- EEG headset
- Signal analysis
- Generative graphics
- Styling to match the exhibition theme
- Saving the result
Why this way
You can't feel your own brain activity directly, and it's hard to picture. Given a visual form, a person's inner state becomes something they can study. Because no two results are alike, the experience carries real personal value.
Where it applies
Art and science museums • wellness spaces • exhibitions • education centers • events
What it can show
Abstract art, the styles of specific artists, music visualization, meditative scenarios, before-and-after comparisons of a person's state.
A Space Mission for a Real Crew
When you need a flagship attraction with a long scenario, repeat visits and strong group dynamics.
What it solves
- Builds a full-scale adventure inside a museum or a center.
- Binds participants together with shared responsibility.
- Lets you release new missions and bring the audience back.
How it works
A group takes their seats aboard a spacecraft. Each person runs one system, and both the flight and the story depend on the crew's joint decisions.
We really are a crew — one person's mistake hits everyone.
Mechanics
- Spherical panoramic screen
- Individual consoles
- Team puzzles
- Motion platform
- Spatial audio and physical set design
Why this way
A long experience holds attention through roles, a shared goal and a constant change in the kind of task at hand. Everyone carries their own responsibility, and the result exists only through coordination. A serial structure lets new missions launch and builds a returning audience.
Where it applies
Space museums • science centers • theme parks • future-facing visitor centres
What it can show
A spaceflight, a deep-sea expedition, running a city of the future, a research mission or a philosophical interactive performance.