12 Times Moment Factory Unlocked A Space’s Hidden Potential To Create An Iconic Destination

When Moment Factory is invited into these spaces, it is with an eye to finding new ways to activate what already makes them special. We might introduce a host of innovative technologies to reveal a site’s untold story, or invite people to experience it in an entirely new light — and outside regular operating hours. It’s an approach to placemaking that builds on existing identity to deepen emotional connection with the goal of revealing new possibilities for how a space can be experienced, understood, felt, and shared.

Across hundreds of completed projects, we've seen how heritage sites can capture modern imaginations in surprising ways, that stadiums can offer amazing experiences beyond game day, and that busy urban environments one might normally rush through can become spaces worth gathering in. Thoughtfully woven in, immersive storytelling, interactive technologies, and multimedia scenography can do more than just add a layer to a destination’s offering. They can play a leading role in what makes a space iconic for a new generation or, in some cases, for the very first time.

Here are 12 immersive experiences created by Moment Factory that unlocked new value for destinations.

EDGE NYC AT HUDSON YARDS

The highest outdoor sky deck in the Western Hemisphere, Edge NYC already offered unmatched views of New York City. Now, with the addition of a kaleidoscopic, multi-level experience starting at street level, guests get an entire journey from the ground up. The payoff was near instant, with visits even on cloud-heavy days, a deluge of posts on social feeds, and an already highly coveted venue for private events.

REALMADRID GAMES AT BERNABÉU STADIUM

Stadiums typically operate on a single-use model, leaving them sitting dark on non-event days. At Bernabéu Stadium, we created a series of interactive games that capitalize on the fact that sports IP commands a level of devotion so intense it rivals even that of the most beloved movie and anime franchises. By approaching stadiums with a themed attraction mindset, we turn them into year-round destinations, where spaces that would otherwise sit empty are converted so fans can live out their fantasy of Real Madrid player experience. And thanks to a modular, flexible design, the entire setup fades into the background when the real players hit the pitch.

MULTIPLE EXPERIENCES AT THE NATIONAL GEOGRAPHIC MUSEUM OF EXPLORATION

When it came time to revitalize its nearly 130-year-old campus — and expand its public space from 20,000 to over 100,000 square feet — the National Geographic Society tapped Moment Factory to deliver three distinct experiences: Wonders of Our World: Ocean, a nightly outdoor show that keeps the site active even after museum doors close and stops passersby in their tracks; Geoverse, a programmable interactive learning space that evolves to host different audiences on different days of the week, and Photo Ark: Animals of Earth, an immersive touring exhibition that had its world premiere at the museum adding to the momentum of its launch. Together, they demonstrate how diverse experiential offerings can work in tandem to create a thriving public attraction, while also championing mission-driven goals.

FORESTA LUMINA AT PARC DE LA GORGE DE COATICOOK

When we created Foresta Lumina back in 2014, outdoor immersive nightwalks had never been done before. Our portfolio of now-acclaimed Lumina Enchanted Night Walk experiences includes more than 25 locations worldwide, but that very first project remains a prime example of what happens when you think outside the boundaries of the initial brief. (In this case, we were originally brought on to illuminate a single walking bridge!) We had no idea how people would respond, but with over a millioimpan tickets sold and a lasting economic boon for the surrounding community, we’re glad we took the leap.

THE GRAND HALL AT GRAND MAGIC HOTEL

Hotels usually act as launchpads for exploring a city, but with the Grand Magic Hotel, we set out to prove they could be extensions of the places you are about to discover — or places to discover in their own right. Keeping the hotel’s main operational needs top of mind, we turned the lobby into a fantastical world replete with architectural effects, digital illusions, and a sequence of immersive show-stopping moments that new and returning guests choose not just to pass through, but stick around in and enjoy.

THE LOBBY AT 1001 ROBERT-BOURASSA

1001 Robert-Bourassa stands as one of the Superior A-Class office building in downtown Montréal with full occupancy thanks to owner and operator Allied's mission to create a network of next-generation urban workspaces. Moment Factory was brought on to oversee the creative and technical design of its lobby, where we combined lush biophilic elements with a digital display that evolves with seasons, months, and days. Tenants can program the space for their own events, and it even doubles as a popular filming location for some added commercial value.

VILLAGE PARALLÈLE AT VILLAGE QUÉBÉCOIS D’ANTAN

Building on our work enhancing the daytime experience at Village Québécois d’Antan, Moment Factory created a complementary nighttime attraction designed for the entertainment-seeking evening crowd come summer. With otherwise few evening activities in the region, Village Parallèle successfully draws in new audiences, generates fresh revenue, and delivers an economic boost to the surrounding community by encouraging overnight stays — all without compromising daytime operations or the core mission of preserving the connection to 19th-century Québec life.

CIPRIANI 25 BROADWAY

This iconic NYC heritage landmark is now also a state-of-the-art smart venue that can be transformed for everything from grand banquets and charity galas to exclusive brand activations and pop-up experiences. Fully programmable tech gives event creators the freedom to execute their visions without overshadowing the site’s historic charm and impressive architecture. If only every city were this lucky.

AT&T DISCOVERY DISTRICT

Flipping the script on the traditional corporate headquarters, this project transforms AT&T’s global headquarters in downtown Dallas into a vibrant public destination. A seven-story media wall wraps the building in a canvas of digital art that evolves with its environment and responds in real time to performances, inviting the onlookers to gather around a shared experience and a new local landmark.

AURA INVALIDES AT THE DÔME DES INVALIDES

Our Aura series proves that even the world’s most iconic landmarks can be experienced in entirely new ways, attracting new audiences, supporting long-term sustainability, and generating economic value for surrounding communities, all while preserving their cultural authenticity and significance for future generations. In Paris, the AURA Invalides experience brought a new dimension to the Dôme des Invalides, where projection mapping, orchestral music, and immersive lighting have already welcomed hundreds of thousands of visitors to rediscover its architectural beauty and rich history after dark.

REGALIA IN REIMS

Commissioned by the city of Reims, Regalia connects two UNESCO World Heritage sites — the Cathedral of Reims and the Basilica of Saint-Remi — through a shared story of royal coronation. Blending immersive storytelling and projection mapping with a mobile app, the experience invites audiences to look closer, uncover hidden layers of meaning in these iconic facades, and discover how technology, when thoughtfully integrated, can deepen our connection to heritage. It worked: Reims had a record year in tourist visits in 2019, the year the experience debuted.

SMÅLAND AT IKEA MONTREAL

Collaborating with IKEA Montréal, we reimagined its Småland play area with interactive multimedia activations drawn from our Augmented Games platform that give the Swedish retailer’s youngest visitors new ways to move, explore, imagine, create, and compete. Anchored in IKEA's DNA, the experience was built with the goal of making every visit one that both kids and parents are itching to repeat.

Curious how you too can maximize your destination's hidden potential?