QUALIA FORGE
VOID · CONVERGENCE · IGNITION · PRESENCE
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Volume One · An Immersive Studio

Forging New Realities.

Qualia Forge composes live and installed productions for cultural producers, brands, and artists whose ambitions will not fit inside a screen.

Discipline Immersive Experience Design
Operating Worldwide
Offices Los Angeles, California
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§ 01 Foreword

Reality, as you experience it, is constructed. Light waves carry no color, pressure waves carry no sound, and molecules have no scent of their own. The world arrives at the senses as electrical impulse, and the brain assembles from that impulse the seamless interior we call life: a shimmer, a distant note, the smell of rain arriving, each one a fabrication of staggering precision. Qualia. The raw texture of being.

We design from the inside out. Most experience-makers begin with the spectacle: bigger sound, brighter light, more pixels. We begin with the experience the mind will build, then engineer the world outward to produce it. Sight, sound, scale, scent, narrative, all composed as the outer signal of an inner event. The feeling is designed first; the space is engineered around it.

The result cannot be measured in impressions. It is measured in what remains afterward: a state, a recognition, something still there a week later.

This is the studio’s founding argument. Read it in full: The Art of Being Somewhere →

“We do not decorate reality.
We forge it.”
§ 02 Practice

What We Do,
and the Work That Proves It.

The ways a commission enters the studio, each carrying the names that prove it.

01 A Ferrari appearing as pure projected light, drawn in moving line work inside a dark theatre in the round.

Brand Experience Architecture

Ferrari · Mercedes-Benz · ASICS · Nestlé · FII · Qiddiya

Launches, flagships, and activations where the brand’s interior life is rendered as a place to walk through.

→ 02 The holographic main show of the Netherlands Pavilion. An audience seated in deep blue light.

Permanent Experiential Installations

Netherlands Pavilion · Boston Scientific · K.A.CARE

Site-specific works for nations, institutions, and patrons commissioning singular, unrepeatable environments.

→ 03 A fitness class facing a projected horizon in a darkened studio.

Site-specific Sensory Environments

The Hour · private estates

Hospitality, retail, and private commissions where the ambient qualities of a space are authored as deliberately as the menu.

→ 04 A curved projection screen fifty feet wide showing a night sky, with atmospherics sweeping across it like weather.

Shared Reality Environments

The Concave · Los Angeles

Domes, cylinders, and custom chambers a group walks into together and finds itself somewhere else. No headsets; human scale.

→ 05 A concert stage with eight transparent screens in depth, carrying an aurora of teal light over the crowd.

Immersive Touring Productions

Aurora Divide · concept concert · Los Angeles

Mainstage scenography for international musical acts whose audiences demand more than a screen can provide.

→ 06 Two blooms of projected light glowing in a dark garden canopy above a path.

Concert & Festival Scenography

Night Bloom · The Sunrise Set

Stage and site design for open-air audiences, proven against the worst seat on the site plan first.

→ 07 A holographic performer standing in a beam of light on a dark arena stage.

Holographic Performance & Digital Doubles

André Hazes · Ziggo Dome · stadium ceremonies

Performers the audience refuses to lose, returned to the stage as holograms, on screens the eye cannot find.

→
§ 03 Selected Work

Selected Work,
Opened in Full.

National Pavilion · World Expo

The Netherlands Pavilion
Low Land, High Energy.

A country below sea level, staged as a driving force in energy: four acts inside 400 square meters, descending from bright Dutch linework to a multilayer holographic main show below the waterline. Concept, design, and realization carried whole, as creative solutions agency, for the Dutch Ministry of Foreign Affairs; honored at the International Design Awards. The complete hand-drawn storyboard of the show is part of the record.

Journey Four acts
Nations on site 115
Storyboard Drawn by hand
View the project →
The holographic main show of the Netherlands Pavilion, an audience in deep blue light Enter
§ 03.5 · The Forge

Behind Every Commission,
a Forge of Many Minds.

Qualia Forge is bigger than its own walls: a guild of artists, studios, architecture firms, technologists, fabricators, composers and technology providers across the globe, assembled per commission under one banner. We call it the Forge.

Enter the Forge → Or bring your practice: join the Forge The thinking behind it: read the thesis
§ 04 The Instrument

A Perceptual Instrument.

Hue 038°
Luminance 0.620
Frequency 440 Hz
Phase π / 4

Drag to rotate.
Click to ignite the forge. A perceptual instrument.
Tap to ignite.

§ 05 Practice Pillars

Four Ideas Every Qualia Forge
Decision Is Tested Against.

01

Perception First

Before we ask what a project looks like, we ask what it feels like to be inside it. Every technical and aesthetic decision is downstream of a psychological intention.

02

Craft as Reverence

Fine-grained detail is not decoration, it is respect: for the audience, for the medium, for the people collaborating with us. We deliver work that holds up close.

03

Technology as Instrument

We use the most advanced tools available, and we hide them. Technology is the scaffolding of a feeling; the feeling is the deliverable.

04

Restraint

We let silence, darkness, and empty space do as much work as any effect.

§ 06 Technology

The Tools We Had
to Build Ourselves.

A leopard crouched in deep black, the projection surface holding true color and black under light
Now available · Projection Surfaces

An Advanced Black Projection Surface That Returns the Image and Absorbs the Room.

Deep black and true color in spaces that cannot be darkened, and on camera. Three families of surfaces, each named by a single number. It is the first of the technologies we build in-house, now specified on its own.

Explore the technology →
Free to use · The Projection Planner

Plan a Projection in a Venue You Can Walk Around.

A working optical instrument in the browser: real lens data, real brightness arithmetic, curved walls you draw by hand, projectors you pick up, aim and blend in 3D, and a printed plan at the end. Built for our own commissions, open to yours.

Open the planner →
The projection planner: a 106-foot curved wall carrying a Los Angeles cityscape, thirteen ceiling projectors, and their measured throw drawn in 3D
§ 07 · Inquiry

If Your Ambition Will Not
Fit Inside a Screen, Tell Us.

We take on work at every scale, from a single surface to a full production. Every inquiry is read by a principal, and answered within one calendar week.

Start a commission → Request capabilities deck
Studio Qualia Forge LLC
Los Angeles, by appointment
Inquiries info@qualia-forge.com
join@qualia-forge.com
Press press@qualia-forge.com
Scale From a single surface to a full production.