Microsoft, San Francisco – Infinity Room

Infinite Video Installation

In collaboration with journalist Simon Rogers and Roundhouse (Portland), Universal Everything created an immersive  narrative experience exploring the power of big data.


A 15’ x 8’ mirrored room and subtly choreographed pixel spheres echoed the LED animations, creating an endless digital landscape. Designed in code and running in real-time, the experience tells the story of the world around us through the medium of a simple US quarter.


Tied into a major Microsoft product launch, the Infinity Room was installed at 3 Embarcadero Center in the heart of San Francisco’s Financial District over three days. Members of the public and conference VIPs were invited to experience a powerful visualisation of the insights that can be gained through Microsoft’s new data analysis tools.


Creative Director: Matt Pyke
Design and Code: Mike Tucker
Producer: Greg Povey
Sound design: Simon Pyke
Additional: Chris Perry, Renaud Futterer
Commissioned by Roundhouse, Portland


Executive Creative Director: Joe Sundby
Art Director Kyle Everett
Writers: Andrew McMurchie/Simon Rogers
Executive producer: Matthew Moss
Project Director: Tod Visdal,
Producer: Lauren Lindstrom


Production: Axiom
Audio Visual: Spitball


Agency: Roundhouse (Portland, OR)
Client: Microsoft