SOFTlab, 3M & BBDO collaborate to create lifelab at SXSW 2015
SOFTlab, 3M & BBDO collaborate to create lifelab at SXSW 2015 SOFTlab, 3M & BBDO collaborate to create lifelab at SXSW 2015
mar 26, 2015

SOFTlab, 3M & BBDO collaborate to create lifelab at SXSW 2015

SOFTlab, 3M & BBDO collaborate to create lifelab at SXSW 2015
all images courtesy of SOFTlab




SOFTlab collaborated with 3M and BBDO to realize 3M’s ‘lifelab’ pavilion at SXSW festival 2015. the pavilion not only showcases 3M’s extensive line of products, but is created almost entirely out of them. the multi-functional space has a fluid design with structural elements that act as ceiling, spatial partition, and display area simultaneously. 3M’s dichroic film–a thin-filter that creates highly saturated colors from light–turns the interior into a dynamic prism of kaleidoscopic colors.

at night the faceted dichroic ceiling film gives the pavilion a unique internal glow




all interior elements were laminated with glossy white di-noc, an architectural finish by the company, that served to further intensify the array of color. ‘lifelab’s’ exterior was clad in a custom scotchlite fabric held together with zippers, which is one of the only times the retro-reflective material has been used at an architectural scale.



video courtesy of 3M




various elements and details of ‘lifelab’ come together to create a cohesive and dynamic experience reminiscent of the material science used to develop 3M’s large variety of products. over 3000 3M cable ties were used to construct the display and bar elements, as well as the complex dichroic ceiling. the modular structure was made of aluminum pipe that snapped together using over 1200 unique 3D printed joints and sockets–allowing each element to snap together in a matter of minutes. the detailing of all elements was driving by the need of the teams to deploy the structure quickly and retain tactility that is both playful and innovative.

the pavilion not only showcases 3M products, but was made using materials developed by the company

the interior follows a modular cellular structure made of 3D printed joints and powder coated aluminum tube

3M dichroic film was laminated to acrylic cladding on each of the crystalline shaped columns

the pavilion features twenty unique columns

the film changes color and reflectivity from different angles

daily movements of the sun created a dynamic kaleidoscope effect in the glossy white interior

visitors are flooded in color created by the structure

all connection joints of the structure were 3D printed

joints used a rotating snap detail to lock into place, allowing each column to be assembled in a matter of minutes

the exterior of the tent was clad with 3M scotchlite fabric



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