By 2045, Canada’s renowned quantum computing industry will be worth  up to $139 billion.

Quantum technology could solve some of humanity’s thorniest problems because it’s far more powerful than traditional computers. Instead of solving problems one at a time, quantum computers perform a nearly infinite amount of calculations around one problem, all at once. Quantum could revolutionize drug discovery, climate forecasting, financial modeling, and more. Which is why the Canadian government is looking for foreign quantum investors. Two problems stand in the way. First, few people outside of this specialized field are aware of Canada’s quantum scene. Second, even fewer people outside the field understand what quantum even is. Our job was to explain both.

We created “Qubit”, an unbranded experience that invites people inside a perfectly reflective space that accurately represents a quantum tensor. (A tensor is a group of interconnected qubits, the basic unit of quantum computing.) Vetted by the Perimeter Institute, one of Canada’s leading quantum research centres, our tensor was modeled as a cube. Inside our tensor cube, a wall of LED screens guided viewers into a world of infinite tensors, floating in infinity. The exterior featured a completely reflective base, giving it the appearance of hovering just above the floor.

To represent the idea of infinity, our co-creators designed a generative visuals system with over 100 million possible experiences that ranged from “mild” to “wild”. Guests begin in an infinite sea of qubit tensors, randomly drift into a tensor, and “fly” through it. No two journeys are the same. The audio, composed by code, creates a unique soundtrack for every experience. Reflections inside the tensore are as infinite as quantum itself.

We installed Qubit at Hannover Messe, the world’s largest tech event, in Germany. It was strategically placed where the German Chancellor—and 1,500 journalists—would walk past on a tour. In just 5 days, Qubit hosted 5,000 visitors and generated hundreds of hours of organic video and thousands of selfies. Coupled with global media coverage, Qubit’s short debut racked up over 2 million media impressions.