Fortune approached Stone Yamashita Partners and our client GE with the challenge of creating an immersive experience for the attendees of its Innovation Conference—held in New York in November 2005.

The Fortune Innovation Conference attracted attendees that included CEOs, directors and managers. Our objective was to communicate with them on several different levels and to make the experience valuable to anyone charged with driving change and innovation within their organizations.

Using the concepts of culture, roles, processes and models that we developed with GE, we set out to build an experience that would make abstract concepts real for participants. In doing so we designed and built a hands-on “lab” where participants could try out new techniques and engage in a dialog about what works and what does not.

We also created several presentation and exercise tools for participants, including a guide to the “World’s Largest Innovation Lab,” a workbook that enabled participants to further explore each exercise, as well as share the experience and innovation process with colleagues who were unable to attend. We also made a 30-by-8-foot-long wall of paper pads that showed examples of breakthrough innovations, and invited attendees to tear off the sheets they found inspiring for their own businesses.

They created an interactive space with no technology whatsoever, specifically targeted to this event.

All the graphics are well done; reminds us of what Eames did for IBM.

Highly content-rich.

The entire space is there to provoke conversation between attendees.

The content development gets one half of the award.