Creative director — Roman Krikheli (Bureau Proekt)
Interactive environment — Alexei Novikov (Bureau Proekt)
PR managment and coordination — Pavel Vilenkin (Bureau Proekt)
Background design — Creative Agency Red Keds
Sound — Artyom Arshanitsa
Scent — Aromamedia
Project management — Design Agency LimitedUnlimited
Space — Expo-Park Exhibition Project

Expopark company asked us to blow up the annual «Design and Advertising» exhibition with a project capable of capturing the public’s attention. As a result, we proposed an unprecedented project, in which we mixed video, sound, interface, scent and graphics, in order to create a space in the state of interactive superposition.

The implementation of the idea was a giant black cube – 10×10 metres – in the central pavilion of the exhibition, in which we, without the help of intergalactic technologies, created the effect of being present in a coniferous forest, with the sounds of animals, scent of conifer, drumming of the rain, peals of thunder and the snapping of growing trees. The interactive component lay in the opportunity given to every person who got in the «forest», to grow a tree from his own shadow.

The project was named «What is Supposed to Happen in the Woods?» and in fact, it became an asylum from omnipresent ads, a place where people could think about something more than wide-frame printing or roll offset, a place where they could relax, at the same time finding themselves in the centre of new advertising technologies.