On November 18th, 2014, Second Story, with graphic artist Universal Everything, launched a monumental screen at the crossroads of the world in Times Square, New York and with it a new conversation about the convergence of art, commerce, and technology.

For one night only, guests at the Portland TEDx after-party had a chance to interact with a floor-to-ceiling interactive sculpture that transformed body movement into new landscapes.

As they step through the huge vault door at the World of Coca-Cola, visitors are transported into a tale about the most famous and mysterious trade secret in history—the secret formula of Coca-Cola.

A fun digital mirror experience immerses visitors into Coca-Cola and transforms them into effervescent bubbles.

A grid of 16 screens shows visitors security camera feeds from within the exhibit galleries in real time, along with 3D building animations, real-time affected camera feeds, and secret messages that seem to come from a “ghost in the machine,” and visitor photos taken by two hidden cameras which add their faces to the display.

When they open a drawer, visitors are surprised to find a screen in which they are immersed in a 3D digital world with a mysterious character.