ALPHABET · WAYMO · JACK MORTON WORLDWIDEWhen Waymo needed to introduce the world to autonomous driving, the challenge wasn't the technology — it was trust. We designed a series of modular, city-specific pop-up experiences that transformed a complex, unfamiliar system into something people could see, touch, and believe in. Each installation was tailored to its host city — custom illustrated environmental graphics inspired by local skylines, architecture, and cultural landmarks, from Los Angeles to Phoenix and beyond. Every activation made autonomy feel like it already belonged there.
Waymo Experiential Design —
Making Autonomous Driving Human
City-Driven Visual Storytelling
The pop-up structures became immersive canvases where city identity and future mobility intersected.
Large-scale environmental graphics wrapped the installations with playful, illustrated cityscapes—depicting streets, buildings, pedestrians, cyclists, and Waymo vehicles navigating the urban environment.
These visuals served a dual purpose:
• Grounding the technology in familiar city contexts
• Helping audiences imagine autonomous driving as part of their everyday lives
As guests moved through the space, the illustrated environments created a narrative journey - from curiosity about autonomous vehicles to understanding how the technology fits into the rhythm of modern cities.
Designing Moments of Discovery
Inside the pop-up experience, visitors encountered a series of interactive moments designed to demystify autonomy.
Through visual storytelling, spatial graphics, and educational touchpoints, the installations invited audiences to explore how the Waymo Driver works and how autonomous vehicles perceive the world around them.
The experience transformed a complex technological system into something tangible, intuitive, and engaging—allowing guests to see, learn, and imagine the future of transportation firsthand.
Shaping Public Perception Through Experiential Design
To engage early adopters and skeptics alike, we concepted and designed a series of modular, transportable installations and field assets that brought Waymo’s vision directly to communities. These experiences needed to be impactful yet agile—easily deployed across multiple U.S. cities while maintaining Alphabet’s brand consistency. The goal was to create immersive, educational, and hands-on encounters that allowed the public to engage with Waymo’s technology in an intuitive, reassuring way.
Creative Leadership & Brand Stewardship
As Experiential Creative Director, the team worked directly with Alphabet — securing approvals and ensuring every design element adhered to their rigorous brand guidelines, color systems, and tonality across multiple U.S. city deployments.
Creative Direction: Melanie Rothwell for Tiny Penthouse Studio (previously Gargano Group LLC)
Production Partner: Jack Morton Worldwide New York, Alyssa Monti
Client: Alphabet / Waymo
RESULTS
Waymo’s Evolution & Lasting Impact
The Waymo pop-up series reached tens of thousands of people across multiple U.S. cities — shifting public perception of autonomous driving from fear and skepticism to curiosity and trust. The modular installation system allowed rapid deployment across new markets while maintaining Alphabet's strict brand standards.
Today, Waymo operates as the world's leading autonomous ride-hailing service, with millions of rides completed in San Francisco, Phoenix, and Los Angeles. The experiential campaign played a documented role in building the public trust that made that expansion possible.
Dataiku Experience
Forrester Data Insights & Strategy data conference
Dataiku empowers organizations to harness the full potential of data science, machine learning, and AI. As they evolved from a startup to an industry leader, they recognized the need for an elevated brand experience—one that reflected their cutting-edge technology while maintaining warmth and approachability. Partnering with Jack Morton, we led the creative direction alongside a 3D designer to transform Dataiku’s booth design into an immersive, organic, and dynamic environment that resonated with their audience.
Beyond the Booth: Designing a Data-Driven Experience
Our mission was to craft a space that did more than showcase techn—it needed to invite interaction, spark curiosity, and foster meaningful engagement. We focused on key experiential pillars:
Elevating the Brand – Moving away from a purely startup aesthetic, we introduced refined, sophisticated design elements that positioned Dataiku as a leader in the AI and data space.
Warmth Meets Innovation – Blending organic, wooden textures (as a subtle nod to their branding) with their signature aqua blue and high-tech screens, we softened the typical tech booth look, creating an inviting atmosphere that encouraged conversation and connection.
Interactive Storytelling – Inspired by the concept that every dataset tells a story, we integrated dynamic independently strung lighting. The lights hinted as small sparks of data and ideas and functinoed together like a larger art installation. We integrated fluid design elements on screen visually representing data in motion.
Engagement-Driven Layout – The booth design facilitated both group interactions and intimate one-on-one conversations, ensuring a seamless flow for demos, presentations, and personalized discussions.
Throughout the design process, we explored multiple iterations on a 20x20’ fooprint. Each pushing the boundaries of how Dataiku’s brand could be brought to life in a physical space. From sculptural light installations to organic, layered structures inspired by their logo’s nod to nature, every concept was rooted in creating a seamless blend of technology and warmth. Ultimately, due to budget considerations, the final execution was streamlined, but the core vision remained intact—delivering an elevated, engaging, and thoughtfully designed space that fostered meaningful interactions.
RESULTS
Enhanced Brand Presence – Dataiku’s booth transitioned from a startup aesthetic to a polished, sophisticated experience, reinforcing their position as an industry leader.
Increased Engagement – The thoughtful layout and interactive storytelling elements encouraged more meaningful conversations, driving higher foot traffic and deeper connections with attendees.
Seamless Integration of Core Brand Values – Despite a streamlined execution, the final design successfully balanced Dataiku’s tech-forward identity with an inviting, human-centric atmosphere.
Positive Reception – Attendees responded enthusiastically to the space, with many noting its innovative yet approachable design.