Our Work

Interactive exhibits help visitors

empathize with animals

ESI designed an experience for Macomber Farm that invited visitors to explore and learn about the concerns of animals in a fun and positive context.

Macomber Farm was "a blend of working farm, petting zoo and state-of-the-art educational facility" (NY Times).

The Massachusetts Society for the Prevention of Cruelty to Animals (MSPCA) invited ESI Design to create a visitor program that would help build public will around the prevention of inhumane treatment of animals. In response, ESI designed an experience for Macomber Farm, a 46-acre model farm and education center that invited visitors to explore and learn about the concerns of animals in a fun and positive context. It operated for 5 years before closing in 1986.

To help visitors develop a stronger sense of compassion for animals, ESI created 68 interactive activities that invite visitors to experience the world from an animal’s point of view. For example, “Sight Masks” gave visitors the unique opportunity to see like a cow (with 360-degree vision), a goat (through a square pupil) or a sheep (in black and white).

In addition to providing a fun and informative glimpse into the animal world, the activities ESI designed for Macomber Farm motivated visitors to consider, reflect upon and possibly alter their thinking and behavior toward animals.

Visit the client's website at www.mspca.org

Experience Design

Concept

Content

Data Visualization

Media

Software

Exhibits

Games

Graphics

Interiors

Sound

Staff Training

Systems

Wayfinding

Activities

Identity

Production

"What distinguishes Macomber from other farm-cum-museum-cum-schools is that visitors may appreciate not only farming from the farmer's point of view, but also being farmed from the animal's point of view."

The New York Times

46 acres

68 interactive activities

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