Bristol Myers Squibb
Interactive Experiences
When Bristol Myers Squibb sought to add another layer to its new state-of-the-art, 480,000-square-foot research and development center at Cambridge Crossing, the LAB at Rockwell Group was brought in to transform the lobby and pre-function area. The goal: inspire the public, and the Boston biopharmaceutical company’s more than 500 employees, with a space that reflected the global impact of their groundbreaking work.
Driven by Bristol Myers Squibb’s commitment to innovation, we developed a design concept that explores the inextricable connections between patients, science, and life, using kinetic, transformative displays to mirror the decades of breakthroughs the company has made in cancer resistance, neuroscience and end-to-end drug discovery.
- Client
- Bristol Myers Squibb
- Project Category
To reflect the dynamism of science, the space is designed to be in a constant state of transformation, both physically and with the passage of time. Its three key components: a kinetic chandelier, digital proscenium displays, and a display titled “Magnifying Community” in the pre-function area of the event space, evoke curiosity and invite discovery with each new visit.
The lobby’s kinetic chandelier is inspired by the visual language of the instruments and tools that BMS scientists use every day. Composed of 84 16”-diameter Fresnel lenses, the chandelier transforms to reveal different displays that in turn, reflect the communities that form and feel the impact of the company’s work—from visualized recordings of patient stories, to the movements of the Charles River and Massachusetts Bay.
As people move deeper into the lobby, they encounter a series of ever-shifting digital prosceniums made up of LED screens—each displaying vibrant imagery from BMS’ own research that captures the innovation happening on the floors above. As they exit, they experience visuals of Cambridge and the surrounding community, highlighting the influence of their work.
A milled Corian wall, backlit with LEDs, welcomes guests and employees alike into the multi-use event space located off the lobby. A series of milled reliefs depict micrographs of key pharmaceuticals, such as penicillin, to showcase the rich history along the BMS timeline—and the groundbreaking discoveries to be made in the years to come. A series of subtle interactions respond to passersby, allowing them to leave their mark on the timeline and contribute to the evolving narrative.
