Celebrating Impactful Collaborations Across the United States

The U.S. has always been fueled by a spirit of innovation. That same spirit drives us to push the boundaries of multimedia storytelling alongside visionary creators, brands, and institutions.

From the landmark passenger experience at LAX in 2013, to our recent collaboration at National Geographic’s new headquarters in Washington D.C., Moment Factory has been privileged to join forces on bold projects shaped by big ideas throughout the United States.

Never shying away from a challenge, our work has taken us all over the country—whether we're collaborating with the world’s most prestigious museums, major resorts on the Las Vegas Strip, or the Western Hemisphere’s highest outdoor sky deck. 

And as we celebrate our studio’s 25th anniversary, along with a decade in our New York office, we’re just getting started.

THE FAN EXPERIENCE TRANSFORMED

At Moment Factory, we bring people together for big collective moments. And no one appreciates big moments more than sports fans. Creating sports-driven immersive and interactive experiences has allowed us to bring all the energy of fandom to life in a new way.

For the world’s largest soccer event, we’re bringing even more excitement to the fan experience, with a dual-activation brand experience with Space Center Houston: an immersive show at the local fan festival and Augmented Games at the center itself.

But our love for soccer had already been driving creative innovation, with projects like The Messi Experience now live at the American Dream Mall. Produced, created and designed by Primo Entertainment and Moment Factory, the experience puts fans into the world of Lionel Messi and lets them test out their skills with the best soccer player ever. 

We’re not newcomers to the world of sports. Who could forget the Super Bowl XLVI Madonna halftime show, with its iconic projection mapping that brought the field to life, or the 2015 NBA All-Star game with its ripples of lights? Fans show up in a big way for their teams, and our goal has always been to make these iconic teams shine even brighter for them.

CULTURAL AND EDUCATIONAL SPACES REIMAGINED

Over the years, we have collaborated with cultural institutions across the United States to spark curiosity and make learning fun with our blend of immersive technology, educational messaging, and inspirational storytelling. In Washington D.C., we created The Perpetual Story Machine for the Milken Center for Advancing the American Dream, a dynamic, interactive show that celebrates the history and diversity of the U.S.

And just around the corner at the new National Geographic Headquarters, explorers of all ages can discover a nightly outdoor show along with other Moment Factory-led immersive projects at the new Museum of Exploration.

We’re also proud of our longstanding relationship with one of the U.S.’s most storied educational institutions: The Museum of Science, Boston. In 2021, we created the permanent exhibit Arctic Adventure, which led to a series of immersive, interactive exhibits like Innovation: Earth.

Our expertise in transforming outdoor spaces into must-see destinations was also showcased at the Crystal Bridges Museum of American Art, where our first ever outdoor digital art exhibit, North Forest Lights, was featured.

LANDMARK DESTINATIONS ELEVATED TO NEW HEIGHTS

Moment Factory continues to play a transformative role in landmark destinations by seamlessly blending physical architecture with cutting-edge digital layers to create living, programmable environments. Across diverse projects, we have consistently created visitor impact through interventions that elevate both modern attractions and historic buildings.

A standout collaboration for Moment Factory is our long-term partnership with Cipriani 25 Broadway in New York. Celebrated for the 2019 SuperReal exhibition, this landmark has evolved throughout the years into a smart, multimedia-driven venue with expanded creative possibilities for clients.

In 2021, we helped to reimagine AT&T’s global headquarters as a public destination where technology, culture and entertainment come together in a unique multimedia experience.

More recently, we enhanced the visitor experience at the magnificent Edge NYC by designing a dynamic, multilevel indoor journey filled with kaleidoscopic lighting, mirrored surfaces, and geometric illusions that immerse guests in the vibrant energy of New York City before they reach the observation deck.

2025 marked the arrival of AURA in the United States. A Moment Factory Original, Aura Grace Cathedral in San Francisco is an evening multimedia experience guided by a philosophy of conservation and enhancement and inspired by the city's openness and California's natural beauty.

STORYWORLDS THAT DRIVE VISITORSHIP

Since our early days, we’ve been collaborating with Disney and Universal theme parks to create imaginative storyworlds that extend the IP-driven realms through multimedia immersion and story-driven interactivity.

In recent years we’ve also taken our expertise straight into the heart of America, the Midwest, with two nighttime experiences at the Wisconsin Dells. Aquavia Lumina leads visitors through an enchanted world of wonder, while the Ghost Boat at Dells Boat Tours spooks them with frightening tales and sensations. From delightful to dark-and-spooky, these experiences showcase the range of our creative teams.

Similarly, we brought our original, world-first Lumina night walk series to the celebrated tourist region of Gatlinburg, Tennessee, with Astra Lumina at Anakeesta. Each of these experiences invites visitors to connect with each site and get lost in another world.

THE JOURNEY CONTINUES

Whether it’s leading the creative on stadium shows for major American pop artists, building exciting storyworlds for quintessential theme parks, integrating the multimedia visitor experience in international airports, or bringing new experiences to renowned cultural institutions, we work all the way from ideation to integration.

With a vast network of collaborators in the U.S., we ensure a seamless turnkey process, providing everything from creative leadership to design and production to operations and touring solutions. We’re building on a legacy of pioneering projects and our projects in the States continue to allow us to imagine what’s next – and then to deliver it.