In 2010, the city of Shanghai hosted Expo 2010 — a major World Expo in the tradition of international fairs and expositions — the first since 1992 in Seville. As a participant in the making of the U.S. pavilion, Boeing hired Touch to create an experience that would showcase the company’s innovation and its deep connection to Chinese culture, both past and future.

For Boeing’s presence at the U.S. pavilion, Touch designed an immersive, 12 by 12-foot, social media-driven, interactive, video wall, displaying user-generated content submitted by the public in China, the U.S., and from all over the world via Twitter, Flickr, and the exhibit’s web site. A custom content moderation tool helped ensure content was relevant and engaging for both Chinese and global audiences. And infrared sensors allowed visitors to interact with images as they appeared on the exhibit. Airline flight data between China and the U.S. provided interesting context for the exhibit, as did 3D models of Boeing’s first commercial product – the Model C alongside the company’s most recent innovation, the 787 Dreamliner.

More than 250 countries were represented at the Expo and the site saw more than 73 million visitors between May and October 2010.