Sometimes the most valuable creative work happens when you give multidisciplinary teams permission to simply play. At 25 Broadway, a programmable, technology-driven environment, our studio did exactly that—transforming an architecturally complex venue into a testing playground for hyper-personalized, adaptive experiences.
Our team of mavericks in AI, 3D mapping, and digital content came together to experiment hands-on with large-scale surfaces and real-world constraints to explore how creative ideas can scale from studio concepts into immersive experiences.
The beauty of this process lay in the trial-and-error process itself—quickly iterating concepts while maintaining our quality standards.
Céline Mornet, Innovation Director, captured it best when she said: “What matters to us is giving our experts the freedom to play. To combine the tools we master in different contexts. To leave room for mistakes and the unexpected, so we can understand our specific uses, make the technology our own, and push the limits to the maximum. That’s where the magic happens.”
These playful explorations allowed us to test personalized, highly-adaptable content that responds to their environment, by working directly with architectural complexities rather than around them—creating scalable solutions that push the boundaries of what’s possible in the future of immersive experiences. And the best part? The humans powering this creativity every step of the way.
These playful experiments are part of our ongoing effort to develop and advance agile workflows, creating a solid community of new ideas where learning thrives alongside discovery.
Cipriani 25 Broadway is a space we know well, and that familiarity gave us the confidence to experiment boldly—revealing its power as a programmable environment for immersive experiences and discovering it in new ways.
Discover some of the notable collaborations brought to life at Cipriani 25 Broadway.
