"Museums worldwide struggle with trying to understand how the digital can expand their reach to engage a wider and more diverse audience. Web Lab offers the possibility of making the online experience integral, not secondary. It offers new opportunities for richer experiences online and physical spaces that expand beyond the walls of the museum"—Jason Holley quoted in Dezeen
Google Web Lab existed between the online and physical worlds and throughout the year-long exhibition, museum guests collaborated with millions of online guests on a series of ‘experiments’ designed to explain how the internet works, and inspire a sense of wonder at how its underlying technology allows us to explore, create and communicate with each other in new ways.
The design approach focused equally on the physical experience of the space as well as the online experience, creating new architecture and design archetypes in the process. Using these various tools, we were able to deconstruct the internet’s complex technology and make its inner workings visible for all to see and show how digital and physical realms are connected. These new archetypes separated the users from their familiarity with the objects and allowed experimentation and play to be foregrounded.
Google's Web Lab experiments are going strong with 5 million visitors —The Next Web