Bayer Crop Science Innovation Experience

Bayer Chesterfield | Welcome Gallery Experience

Bayer’s recent acquisition of former Monsanto Co. created a wealth of new opportunities — perhaps the biggest being the chance to reimagine how they tell their story. Focusing on their campus in Chesterfield, Bayer asked us to take the lead in strategically and meaningfully overhauling their community engagement tour experience.

We completely revitalized the Welcome Gallery with an open, self-guided experience to get a better sense of who Bayer is and how they’re shaping the future to improve the quality of life for people and the planet. Through an integrated creative approach spanning interior design, UX/UI design, content strategy and generation, digital development, and wayfinding (among other disciplines), we crafted a cohesive and rich content experience. Featuring a 30’ x 12’ x 4’’ digital wall featuring real-time global information, an interactive Identity Shelf featuring 3D artifacts, and an immersive touchscreen experience to name a few, we strategically designed the revitalized Welcome Gallery to express the breadth, legacy, and global perspective behind Bayer’s core purpose. 

Bayer Chesterfield | Traits & Seeds Projection Mapping Experience

Bayer’s innovations in crop science impact our world on an unfathomable scale — even when many of these developments exist on the molecular level. So to help tour visitors truly see and appreciate the scale of Bayer’s work, we developed custom, immersive projection mapping experience to meaningfully contextualize Bayer’s industry-leading work in seeds and traits.

Leveraging the building’s existing architecture, we transformed a humdrum hallway into a 34’ x 11’ multi-projection system that interacts with 64 artificial potted plants suspended along the wall. As a living, breathing digital experience, the projection mapping system is controlled by the tour guide, who uses it to elaborate on key educational digital and video content we developed as part of their overarching tour narrative, ranging from the history and function of plant genetics to the importance of agrobacterium. 

Bayer Chesterfield | Digital Tools Room / AR Experience

For those unfamiliar with the term, ‘digital farming’ can be a relatively contradictory and nebulous concept. As part of Bayer’s Chesterfield campus community tour, our challenge was to create an engaging experience that could encourage visitors to quickly grasp what digital farming is and, more importantly, how Bayer is advancing it.

Our team worked with subject matter experts at Bayer to create a rich content experience covering various expressions and manifestations of digital agriculture. From there, we brought this content to live through a custom-built and custom-coded Augmented Reality display. Upon entering the room, tour visitors will surround six polygonal tables, which each feature its own distinct topography representing a different growing climate found throughout the world. Using iPad Pros that are distributed to each person, visitors hover their respective tablet over the table, immediately revealing an immersive AR experience showing a variety of different agricultural environments. Various elements within each field feature hoverpoint, which when clicked, trigger additional digital experiences such as video content, animated messaging, and more. 

Estimated Square Feet: 19,560 sqft
Estimated Total Project Budget: 1.6MM

Services rendered:

Concepting

Strategic Oversight / General Counsel

Creative Development (Copy + Design)

Preparation of Custom Content

Photography and Videography

Experiential Design & Development

Interactive Development

Coordination with external production partners and internal Bayer departments

Installation coordination with architects, engineers, construction project management and several client teams