What We Do: Seven Disciplines, One Craft

Every commission below began with a sentence about what someone should feel. Here is each kind of work we do, with real projects.

1. Brand Experience Architecture

We render a brand\u2019s character as a place a guest can physically enter, so the brand is not explained but experienced.

Ferrari SF90 Stradale, Unveiled at Fiorano

A theatre in the round on the test track at Fiorano, for more than two thousand guests over three evenings. Before any metal appeared, the car arrived as a full-scale projection of moving line work. Then the real cars drove in, onto a floor of projected light.

Mercedes-Benz: A Stage for the Star

2,500 square meters at Brussels Expo, delivered to the marque\u2019s design: engineering, production, logistics, and the on-site build. The commission returned the following season at 4,000 square meters.

ASICS, Floating

At a trade show, shoes presented as holograms rotating in open air on a transparent projection surface. The image holds solid in full hall light, and a visitor can step behind the picture and wave a hand through it. Fully interactive, with gesture control at the rail.

A Formula, Unveiled by a King

For Nestl\u00e9, a new infant formula for the most sensitive newborns, unveiled by His Majesty the King of the Netherlands. At the press of a button, the formulation\u2019s proteins assembled in the air above the stage as a turning, luminous molecule at architectural scale.

FII: A National Vision, Staged

For the Future Investment Initiative summit, experiences translating a national vision of technology: a holographic lion, robotics assembling in mid-air, a life-sciences show at molecular scale, and a fully immersive theatre and projection dome inside the palace ballroom.

Qiddiya Groundbreaking

A custom venue in open desert for a royal groundbreaking, created with our collaborators EVI: a forty-five minute spectacular with live performers. For the final act, the set wall lowered and the real Tuwaiq mountains became the backdrop, lit beneath fireworks.

The Hour

A fitness space where sight, sound, and scent are composed together and tuned to the class. The class does not face a mirror; it faces a horizon.

The Institute for Advancing Science

For Boston Scientific in Shanghai: a training institute designed as one continuous floor of offices, classrooms, laboratories, and a showroom, with the company\u2019s data network drawn in the ceiling as lines of light.

2. Permanent Experiential Installations

Permanent work has to astonish on the thousandth day. We design systems that are never twice the same, driven by tide, weather, and the hour, and we engineer for the decade.

The Netherlands Pavilion: Low Land, High Energy

The national pavilion of the Netherlands at a World Expo, carried whole: concept, design, and realization. Honored at the International Design Awards. Read the full project page.

The Kingdom of Saudi Arabia: Built to the Letter

At the same Expo, we were realization partner for the K.A.CARE pavilion, designed by KCA London. Our teams built the interior whole, including a projection wall of twenty-seven angled facets fed by twelve laser projectors, carrying images seven meters tall.

3. Site-specific Sensory Environments

Places that must simply feel right: a bar, a spa floor, a private garden. The ambient layer is authored as deliberately as the menu, then disappears into the life of the place.

Umbra

A listening bar. Twenty-seven seats, full darkness, and a single rule: light arrives only as the music permits, as a faint horizon line on one wall.

Grove of Signals

Nine acres of woodland where fourteen masts read the weather and release projected light only when fog can carry it. Some nights the grove stays dark. The grove answers to the weather, not to a schedule.

4. Shared Reality Environments

Domes, cylinders, and custom chambers a group walks into together, and the world is simply somewhere else. No headsets. Nothing between you and the people you came with.

The Concave

A concave sweep of screen, fifty feet along the arc and sixteen feet tall, built in our Los Angeles shop. The surface is our deepest Acoustically Transparent fabric, AT 0.8, so the full sound system stands hidden behind the picture. It tours in road cases, and it is standing at our Hollywood demo facility now.

Shared Reality

Chambers in any form the story asks for: domes, cylinders, and converted venues. Forced-perspective mapping keeps the geometry honest from every standing position. Content runs as cinema or as a live game engine, so the world can answer back.

5. Immersive Touring Productions

Stage design and image systems for touring musical acts. The systems travel: rigged in hours, tuned by one operator, working the same in forty different buildings. Every tour begins as a scale rehearsal of light on a Los Angeles soundstage.

Aurora Divide

A working concept concert in Los Angeles: eight transparent screens standing in staggered depth, with visuals generated live in response to the performance. Every seat looked through layers of moving image.

Mara Ilo: The Long Field

A theatre run with a false horizon eighteen meters deep, built from eight layers of projection. During the set the horizon slowly withdraws, so the final song is sung against what feels like open country.

Low Orbit: The Sunrise Set

An outdoor stage built for one closing set timed to dawn. Sail canopies of transparent screen carried a projected sky whose brightness fell in step with the real sunrise, so the projected world handed the stage to the real one without a visible seam.

6. Concert and Festival Scenography

Festival design at the scale of geography: fifty thousand people, open sky, sightlines measured in hundreds of meters. Every design is proven against the worst seat first.

Night Bloom

A concept study for an after-dark garden season. Petals and leaves of stretched voile hang in the trees, and projection arrives so dim and so precisely placed that visitors read it as a property of the plants. The night stays dark; the garden appears to do the glowing.

7. Holographic Performance and Digital Doubles

Performers the audience refuses to lose, returned to the stage as holograms, on surfaces the eye cannot find. We build every double with the family in the room, and it performs only where they say yes.

Andr\U00e9 Hazes, Live

More than a decade after his death, Andr\u00e9 Hazes walked back into the light at the Ziggo Dome, and tens of thousands sang with him. The image came from a laser projector hidden inside the stage, thrown onto an invisible transparent screen fifteen meters wide. He returned the following year because the country asked.

The Awakening of Amsterdam

Holograms at stadium scale: tulips blooming storeys high over the pitch, projected onto transparent surfaces the audience cannot see, while hundreds of dancers below had their motion tracked and thrown upward as giant shadows.

PVH and Tommy Hilfiger: Holographic Telepresence

A person captured live in a studio and landed on stage at life size, at eye level, in real time, in late daylight. The figure stands on our brightest grade of Transparent Scrim, which returns the projector\u2019s light and refuses the daylight around it.

Which Discipline Is Yours?

Most commissions belong to two of these at once. Tell us what you want someone to feel, and we will tell you what it takes to build it.