At the Elastic{ON} 2017 conference, attendees were captivated by an expansive timeline wall that documented nine years of Elastic's history, from its nascent stages to the latest software release in January 2017. The timeline, which spanned the length of a blue whale, was meticulously crafted with over 700 guidelines and divided into sections highlighting software downloads, product releases, user group formations, and significant events within the company. Despite initial uncertainties about its impact, the timeline became a focal point for discussion and reflection, encouraging attendees to engage with Elastic's evolution by marking their personal milestones with neon stickers. The timeline's design drew inspiration from subway maps, illustrating the progression from sporadic releases to a more synchronized product integration, notably with the release of Elasticsearch 2.0 and subsequent updates. The installation served as both a visual narrative and a conversation starter, inviting attendees to explore Elastic's journey through an interactive and thought-provoking display.