How GrowUp Created a Surreal Moss Forest for Google Pixel

As architectural and interior design trends continue to emphasize human-centered spaces, brands are looking beyond simple aesthetics to create immersive, emotionally resonant experiences. At GrowUp Greenwalls, we recently partnered with a shop-fitting company to deliver a project that perfectly illustrates this convergence of art, nature, and commerce: the transformation of a showcase room in the flagship Google Pixel store in Chelsea, NYC.

The Challenge: Merging Technology with Wonder

The primary goal for this small, dedicated space was ambitious: to highlight the newly released Google Pixel phone's camera capabilities by creating a photo-worthy installation.

The Google team had a clear objective: they wanted customers to feel wonder, excitement, and and curiosity. They knew that an intricate, enchanting environment would naturally inspire visitors to pull out the Pixel phone and explore its camera modes to capture every detail. The challenge for GrowUp Greenwalls was to turn a simple white room into a surreal, whimsical forest, and a captivating escape from New York City.

The Solution: Handcrafted Biophilia on an Architectural Scale

To meet this goal, our designers created a large-scale, immersive installation covering approximately 180 square feet of surface area.

Design and Materials

We moved beyond traditional flat walls, designing several organically shaped moss walls that flowed seamlessly from the ceiling, down the walls, and onto the floor, creating soft, textured hills. This use of form was critical in cementing the illusion of a natural, whimsical environment.

Our moss artists at the San Diego moss studio carefully selected and applied a custom blend of preserved moss species to achieve the desired texture and visual depth:

• Mood Moss was the predominant species, chosen for its dense, rounded texture that creates a lush, deep-forest feel.

• Carpet Moss was used for differentiation, creating lower, flatter patterns that contrasted with the mood moss's height.

• Reindeer Moss was reserved for the vibrant, whimsical purple and blue sections, leveraging its fluffy, airy texture to enhance the fantastical elements.

The integration of these vibrant blue and purple sections into the rich green background tied the moss installation directly into the other colorful design elements, such as the large flower sculptures, making the entire room feel cohesive and deliberately surreal.

Want for information about Moss Walls? Take a look at our extensive Moss Wall Specification Guide for info on the design process, maintenance requirements, and more. 

The Outcome: Flawless Execution and Immersive Engagement

The final installation was a stunning demonstration of how preserved moss can be used as architectural art to drive brand engagement.

Installation and Quality Control

Our commitment to a perfect realization of the design was critical. While the 180 square feet of panels were handcrafted in our San Diego studio, two of our dedicated moss artists traveled to New York City to perform the final installation. This on-site presence ensured that every seam, curve, and texture detail lived up to the client's high expectations, resulting in a flawless, seamless environment.

Delivering on Design Principles

The finished space achieved its objective:

• Neuroaesthetics: The intricate, colorful, and naturalistic design provided high-fidelity visual stimulation that successfully engaged customers' curiosity.

• Biophilic Design: The dramatic, all-encompassing presence of nature created an immediate sense of calm and escape, enhancing the overall customer experience.

The small white room was utterly transformed into a captivating, immersive experience—a powerful case study of how custom moss walls can turn retail space into a memorable, photo-driven destination.

Ready to Elevate Your Brand Environment?

A GrowUp Greenwall is not just an accent piece; it’s a strategic investment in customer experience, acoustics, and well-being. We invite you to begin the conversation with our design team to discover how our handcrafted, maintenance-free moss installations can bring a sense of wonder and curiosity to your next architectural project.

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