Creating one million square feet of culture, one activation at a time.(Read more)
Microsoft and its operating system, Windows, had long been perceived as the practical, basic tech brand for getting practical, basic things done. But with a suite of new products and programs, they wanted to be more culturally relevant while appealing to the creative class and the work happening within it.
With cultural institutions exploding, creative communities sought more than just cash and the slap of a logo to accept support. Our solution was realized through a series of spaces, guest curated by a range of cultural experts – a survey of culture one square foot at a time, brought to unexpected places. One Million Square Feet of Culture provided measurable space, with a touch of the immeasurable. The goal was not to become invisible,but rather to remain in the authentic role of ally, building the halo of Windows and Microsoft gradually and within real communities.