We make the mundane magical.

WHAT

We are more isolated than ever before. This is something we felt deeply in San Francisco — the distance between people. The Laundry, a community space imagined by the late Dan Fredinburg, Google Executive and visionary driving GoogleX, aimed to connect people. We worked alongside the Laundry to launch the space.

THE WORK

We organized a team of designers, artists, and storytellers to bring the space to life for a launch event. Our eight-part immersive experience was intended to bring thousands of strangers together for a night of connection and serendipity. It was called Sonder, or the realization that complete strangers are living a life as rich and complex as your own. We designed for that “a-ha.” Some of the “moments” included: The Museum of Human Insignificance — a carefully curated set of objects and attached explanations collected from the community; video projections of strangers moving throughout the space; locked rooms where you’d play games to get to know others; a sound healing space; and mysterious mailboxes with prompts in every nook and cranny.

THE IMPACT

The event would sell out in an hour and bring our city closer. After the launch of the space, The Laundry would become a staple in the SF art community and a home for experimentation, design, and storytelling. More importantly, it was a fitting homage to a community hero, visionary, and dear friend.