SC Johnson - Blue Paradox Exhibit at Griffin MSI
Originally launched as a pop-up in London, The Blue Paradox—an immersive experience about ocean plastic pollution—was reimagined as a permanent installation at the Museum of Science and Industry, Chicago. We were tasked with updating the exhibit’s storytelling, structure, and science to bring even more urgency—and action—to the conversation.
The experience unfolds across five rooms: The first introduces the ocean’s vital role and natural beauty; the second reveals the scale and impact of plastic pollution. The third tackles the complexities of solving the crisis—capturing the paradox of needing plastic but knowing its consequences. The fourth underscores how much of the issue remains hidden, and the final room shifts to hope and action, showcasing solutions and inviting visitors to pledge change.
We helped shape the narrative arc, introduced new messaging and exhibit components, and rethought how visitors move through the space—both emotionally and physically. A curated gallery of National Geographic photography set the tone on entry, while a suspended sculpture made from reclaimed plastic captured attention and drew visitors inside. Concept work also extended beyond the exhibit, exploring sustainable product ideas that could translate the mission into retail.
The result is a thought-provoking, action-oriented experience that challenges visitors to see the ocean differently—and empowers them to help protect it.