Rubik 80/50 – Fifty Years of Magic

Visitor experience and interaction design for a travelling exhibition on an iconic Hungarian object, Moholy-Nagy University of Art and Design

2024

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Services

Events
Exhibitions

Installation

Motion Graphics

Digital Media

To celebrate Ernő Rubik’s 80th birthday and the 50th anniversary of the Rubik’s Cube, MOME created a travelling exhibition that launched in Tokyo and later reached New York. The show offers a playful yet in-depth journey through Rubik’s legacy, the history of the Cube, and its cultural impact.

As DE_VISION, we were invited late in the design process to strengthen the connection between visitors and the exhibition, encouraging learning through interaction. Centered on Ernő Rubik, inventor of the iconic Rubik’s Cube, our goal was to make his legacy tangible by creating interactive touchpoints and weaving gamification into an exhibition about one of the world’s most celebrated games.

In today’s digital world, this exhibition pays tribute to the Rubik’s Cube as a game with lasting value.

CHALLENGES

SOLUTIONS

Joining the project when the installation design, graphic identity, and curatorial concept were already finalised meant we had to work within fixed parameters. At the same time, the exhibition was designed to travel between venues of varying sizes and layouts, so every intervention had to be flexible and adaptable. The challenge was to introduce interactive elements that would feel naturally embedded, enhancing rather than disrupting the established narrative and spatial flow.

We began by mapping the visitor journey, identifying natural pauses and transitions. These became anchor points for new experiences—moments where interaction could unfold.

At one of these points, we introduced a step-by-step animated tutorial showing how to solve the Cube. Simple and accessible, it turned a complex puzzle into a moment of achievement.

A sticker wall invited visitors to respond to playful, site-specific questions using Cube-colored tiles. Over time, the wall became a living data portrait of local perspectives, shifting from city to city.

To highlight the Cube’s role in popular culture, we created a short montage of iconic film scenes where it appears—connecting the object to visitors’ own cinematic memories.

The final zone featured a digital photo wall, where portraits were transformed into Rubik’s Cube mosaics and sent directly to visitors. This interactive farewell gave audiences a personal keepsake and allowed the museum to gather anonymous engagement data through image downloads.

These interventions invited visitors to engage with the Cube in different ways—through play, learning, and shared moments—turning the exhibition into a personal and memorable experience.

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Moholy-Nagy University of Art and Design
Traveling exhibition
2024.08.01-2025.10.01

Visitor Experience and Interaction Design
Püspök Balázs
Dániel Lakos
Eszter Losonczi
Vilma Sára Nagy

Maja Saradi