Microsoft 1MSQFT

Creative types are hard to impress. And please. For Microsoft to reconnect with them, we needed to do a hard reset on what people expected from the brand. So we built One Million Square Feet of Culture (or 1MSQFT for short), a program built on the premise of surveying culture as data, measuring new creations in art, film, music, fashion and food by their physical size.

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Pop-up 1MSQFT galleries shared new creations at events around the country from Sundance to New York Fashion Week.

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Supporting design language was structured to give the program personality and consistency, while being flexible enough to meet a range of communications needs.

To ensure the new works were original and incredible, we partnered with a range of experts, like Pitchfork, Lucky Peach, and Solange Knowles to curate what was made.

Each event was recapped in an ongoing content series summarized as a “Survey of Culture by Windows.”