Nickelodeon needed to create a global brand experience for SpongeBob SquarePants. The challenge was to elevate SpongeBob to pop-icon status, and increase his cultural reach with fans who may no longer be watching him on television. A traveling exhibition translated the squeaky clean character’s essence into works of art for fans of all ages. “Absorbent” launched in September 2011 at the Flacon Design Plant in Moscow, and traveled across Europe in 2012. Fans discovered SpongeBob’s impact on media, fashion, culture, and “positivity.” The interactive, museum-quality experience is meant to inspire the kid in all of us.
Initial Ideation
As part of the initial exploration of what a 'high art" experience would be for a SpongeBob Squarepants exhibit, we chose to focus on four main areas: Fashion, Culture, Media, and "Positivity." Creating interactive experiences for each, we pulled from the many areas in which the cartoon infiltrated into popular culture and elevated it to a high end, yet approachable installation.
Installed Exhibition
The final exhibit featured many elements which could be described as refined, yet playful. This was the outcome of what we considered to be a 'high art" experience for a SpongeBob Squarepants exhibit. Creating interactive experiences for each, we pulled from the many areas in which the cartoon infiltrated into popular culture and elevated it to a high end, yet approachable installation.