Background & Context

Behind windows covered with black plastic tape sat an ordinary-looking building housing extraordinary work. This protected laboratory allowed HP's most experimental ideas to develop away from premature scrutiny and traditional corporate constraints.

Area 17 became the birthplace of the Photon Engine, technology that changed how visual information is displayed across multiple sectors. The warehouse hosted a diverse range of visitors during its operation, including racing professionals, international dignitaries, and filmmakers, who came to explore possibilities while the team gathered real-world feedback.

What made Area 17 effective wasn't expensive equipment—the team used standard cameras and projectors. The value came from the protected environment itself. Teams worked in startup-like conditions while accessing HP's resources. The garage doors at one end of the building served as both a practical feature and a symbolic reminder of HP's own garage-born origins.

The project nearly disappeared before creating this sanctuary. By creating this independent space, the team demonstrated how large organizations could nurture ambitious ideas: giving them room, protection, and freedom from conventional thinking.

Though Area 17 closed in 2016 as HP's corporate priorities shifted, its approach to creating innovation sanctuaries influenced how many technology companies now structure their advanced research divisions.

Additional Background: Wired Magazine Article

Client: HP | Year: 2012 | Services: Corporate Innovation Programs