The LAB at Rockwell Group

Museum of Feelings

What If... You could tell a brand's story through the senses?


Museum of Feelings

New York, New York

Area of Service

Interactive Design
Environmental Design
Content Development
Software Production


5,300 sqft

During the holiday season, we partnered with Glade to create an immersive, multi-sensory journey of the senses. The Museum of Feelings pop-up was an experiential space with 5 galleries that allowed visitors to see their emotions come to life as interactive art.

Using scent, sight, sound and touch, the Museum of Feelings attracted over 45,000 visitors in just three weeks. It was both a communal and personal experience, inviting individuals to see the connections between all of their senses. Each room transformed everyday emotions into spectacular experiences.

We designed the dynamic jewel box known as the Exhilarated Room. It invited visitors to explore, play, and interact with animated flowers, to create immersive patterns along the mirrored panels of the room. Acting like a mood ring for the city, the exterior of the pop-up structure changed colors based on the emotions of city.


An immersive, kaleidoscopic garden of 3D floral animations.


A 'living' facade that changes to reflect the mood of the city based on social media participation online and onsite.

Scent was the catalyst that drove the emotional story from room to room.

Over 45,000 people visited the museum in its three week lifespan.