Object: The Petersen wanted to use its collection to tell important stories. Cars, after all, occupy a huge space in human history and consciousness, individual and collective. In addition to the personal and cultural meanings individuals have attached to them, cars have literally driven human history, steered technological development, shaped our terrain and altered the balance of natural resources and our climate. With a peerless collection of automotive artifacts, documents and over 300 artistically and historically significant vehicles, the Petersen had the means to address every one of these aspects, and more.

IDEA: From its experience working with the entertainment and game-design industries, The Scenic Route had gained insight into using content, technology and setting not simply to tell stories, but to get the audience to listen to them. This obvious but often overlooked part of the equation entails attracting initial attention, sustaining interest, cultivating a receptiveness to hearing the message, and then providing engaging opportunities to apply the new knowledge in a way that fosters its retention and stimulates further exploration.