Whatever you get into, make sure you can get out. 

That’s the challenge State Street Global Advisors is putting to financial advisors, who are in constant search for liquidity in a volatile, competitive market. It’s also the idea behind the Liquidity Maze, an immersive, panoramically engaging VR experience the company and its highly liquid DIA fund are launching at Exchange: An ETF Experience, the industry's first big conference in two years, on April 11th–14th in Miami. 

The Liquidity Maze gamifies the quest for liquidity and challenges the audience to get in and out as quickly as possible. If players get stuck, State Street Global Advisors is there to help, via a blue Liquidity Orb that shows them the way. 

The experience consists of five unique levels culminating in the Liquidity Room, where players achieve liquidity and are given their final time. A leader board at the booth ranks the top 10 players at the 2,000-person conference and tallies up the $30,000 in donations State Street has committed to charities across the three-day event. 

Housed in a sleek booth with undulating, liquid-like sides, the maze is designed to stand out and let the audience know that State Street Global Advisors and its DIA fund are there to help them find the liquidity they're looking for.