Set Reset

SC Johnson

The Blue Paradox Chicago

An immersive motion-sensitive experience showing the disastrous impact of plastic in our oceans.

The Blue Paradox was a thought-provoking exhibition in London that raised awareness of the plastic pollution crisis. Following the success of this one-off event, a new permanent home was commissioned in Chicago's Museum of Science and Industry.

Set Reset were invited to recreate and improve our original installation; using new data and the latest technology to bring the stories to life and push the experience even further. Real-time particle simulations visualise how much plastic is entering the ocean today. Each particle represents 1oz of plastic invading the ocean right now. 14,000 particles enter the room per second. 27 tons of plastic each and every minute. The audience can physically engage with the data, as particles dynamically respond to people in the room, creating silhouettes in plastic. A timeline sequence illustrates the dramatic increase in the problem over the last 70 years.

Animated data stories play out on the other surfaces of the room. Each dives into a different facet of ocean plastic pollution, from where plastic comes from, how it gets into the ocean, and the consequences to both marine and human life. Localised content such as visualising the amount of plastic now in Lake Michigan brings home the impacts to the local Chicago audience.

Created in partnership with Radical Media for SC Johnson's Blue Paradox exhibit, running from July 2023 at Museum of Science and Industry, Chicago.


  • GSK data
  • Hakkōda
  • Arrival
  • Citizens
  • Scientific American
  • Framework
  • DeStation
  • Richest MP
  • BBC Science Focus
  • Made from Data
  • Wired UK
  • TrueLayer
  • SC Johnson