Active Antiox A

Immersive Experience

Spatial

YEAR

2026

Immersive Experience

Installation

Light + Sound

A sensorial journey through light, contrast and sound, where the evolving vision of future mobility takes shape in space.

Context

For Kia’s first concept-car exhibition at Milan Design Week, we shaped the immersive media experience around a new public expression of the brand’s Opposites United philosophy.

Approach

We built a spatial language using motion, colour, audio and material light. Each transition revealed a new emotional register within the installation.

Impact

The installation gave the concept car an experiential way to express its future direction, turning design thinking into an encounter visitors could move through.

A new kind of presence

Journey of Projection demonstrates how immersive media, lived with precision, can give a brand philosophy spatial and narrative form. Visitors moved through changing atmospheres, each encounter shifting from abstract light into character.

“Through materials, space, light, imagery, technology, and experience, the speculative and mental exercise proper to Opposites United becomes reality.” — Kia

Light as the organising principle

Light shaped the journey from the start. The welcome space utilised soft and sound in their purest forms, transforming a flat surface into depth, then extending throughout the exhibition as the medium through which each environment took on its own emotional character.

From mood to character

The project shows how immersive media can do more than shape how an object is seen. Used with precision, it can give abstract ideas structure, guide people through layered narratives, and turn light, space, and perception into a coherent expression of brand thinking.

We work with brands on how they want to be understood, and how that takes form visually. For Kia, that meant turning design philosophy into an experience people could enter and understand.

Credits

Commissioned by
Producer
Creative Direction
Design Director
Strategy
Motion Design
Sound Design

Kia Global
Internal Studio
Evaldas Cesnavicius
Spatial Systems Team
Experience Team
Light Research Unit
Field Recordings