Curiosity is teased through flickers of light, glimpses of motion, and the sense that something is happening just out of view. The exhibition design for Gimme More: Is Augmented Reality the Next Medium?, curated by the Swiss EPFL+ECAL Lab, brings together seven interactive installations that use augmented reality, revealing themselves gradually as visitors move through the space.

The exhibition unfolds within Eyebeam’s industrial gallery in Chelsea, where discovery is prioritized over immediacy. From a distance, the installations register as luminous traces—light, silhouettes, and the movement of people interacting—rather than fully legible objects. The design rewards wandering, encouraging visitors to assemble the experience through proximity and exploration.

The spatial framework is intentionally minimal. A limited number of temporary boundaries define each installation while preserving openness and visual continuity across the gallery. These partitions are formed from hanging sheets of Tyvek wrapped around suspended cardboard tubes, giving the divisions volume without solidity. Backlighting reveals the fibrous, cloud-like texture of the material, reinforcing the sensation of moving through an atmospheric field rather than a conventional exhibition layout.

As visitors weave through the space, projects slip in and out of focus. What appears abstract from one angle becomes legible from another, allowing the augmented reality works to feel elusive yet inviting. Installations are often encountered indirectly—through light, sound, or the behavior of others—before fully revealing themselves.

The material language works in close dialogue with the graphic identity developed by Pentagram. Custom light fixtures embedded within each Tyvek-and-cardboard wall backlight exhibition signage while activating the surrounding material. Text, texture, and illumination merge, turning wayfinding and branding into part of the spatial experience.

Through restraint, ambiguity, and lightness, Gimme More transforms the gallery into a playground for curiosity. The exhibition design does not compete with the work it contains; instead, it sets the conditions for exploration, allowing augmented reality to feel magical, surprising, and just slightly out of reach—until visitors move closer.