The Liquidity Maze
SSGA
STATE STREET GLOBAL ADVISORS - DIA
Whatever you get into, make sure you can get out.
The Liquidity Maze is an immersive VR experience designed to highlight the importance of financial liquidity. Just like the market, the maze is easy to get into, but not so easy to get out. It represents how Financial Advisors search for liquidity to help them get in and out of funds at the right price and right time, and how State Street Global Advisors SPDR and its DIA ETF fund are liquidity leaders that can help investors do just that.
Physical Structure
The structure not only had to look polished and offer user flow, it had to function as a gaming suite for our guests to play the VR Maze.
The creative deck renderings were just the beginning - power considerations, heat and cooling for the computer towers and sound buffering all added to the objective.
Conscious of public health concerns, we needed to maximize the protection between guests while conscious of space limitations and user flow.
In a sea of rental booths, building a sculptural structure in a 70-year-old hotel posed unique challenges. With an aging infrastructure, a union-run, single service freight elevator and an abbreviated build schedule, the cards were stacked against us. The sleek exterior utilized reflective tape and LED strips on sintra that was precut and flatpacked for ease and speed of build.
The design team and our fabricator perfectly captured architectural waves with a Miami neon feel.
We took this deck to reality on time and on budget with the help of trusted fabrication, tech and talent partners.
Our talent rehearsed for hours and digested a Brand Ambassador manual that was nearly 50 pages long.
The game was engaging and visually stunning. It offered just the right amount of challenge to still be fun.