Inside the Museum of Culture, we designed a poetic story that brings visitors into cerebral hemispheres, which is the emotional and rational one, both engaged in the creative processes. The emotional area was the first space of the exhibition, and we decided to recreate an immersive environment, where ideas and concepts could live on the wall. The space was dark, with dynamic drawings along the wall that could be reached by people's motion. On the opposite, the rational area was a luminous and aseptic space where users could try the Moleskine's Smart Writing System. They could testify their passage by sending their drawings back to the previous room, creating a stratigraphy of ideas.