When a new museum opened in Kuwait for a world-famous German luxury sports car brand, Trison UK and Infinite Form collaborated to create a mixed reality experience that reimagined how visitors engaged with a collection of iconic vehicles. The brief was to move beyond static display, using immersive technology to create an immersive, self-led visitor journey that reflected the brand’s heritage and precision.

As Creative Director, I was responsible for shaping the overall concept and experience design. This included defining the narrative structure, interaction design, onboarding and visitor flow, and translating the creative ambition into a system that could be delivered reliably with the available technology. A key focus was balancing impactful immersive storytelling with clarity, usability and technical feasibility.

The experience unfolds across a series of classic cars, each augmented with holographic overlays, interactive 3D content and synchronised voiceover. Visitors navigate the space at their own pace, guided by audio cues while retaining freedom to explore. Subtle progression mechanics were used to maintain flow across a 15–20 minute experience without enforcing a rigid path.

The project demonstrates how mixed reality can be integrated into cultural spaces to support deeper engagement, combining spatial design, narrative and interaction into a cohesive, intuitive whole.

More about the project can be found via Infinite Form.