From Screen to Space: How Cinematic XR is Reshaping Live Experience Design
Session details:
Territory Studio has spent over 15 years designing XR for Hollywood, beginning with Ridley Scott on Prometheus. Now that same craft is being deployed in automotive cabins, museum installations, global summits, and commercial spaces. Marti Romances will show what actually happens when cinematic spatial design meets the real world.
Full description:
Territory Studio's XR work began on film sets. What started as designing interfaces for Marvel, Bond, and Blade Runner has quietly become something more consequential: a methodology for building extended reality experiences that work outside the cinema. In this session, Marti Romances traces Territory's journey across a diverse body of XR work:
- Audi Activesphere: a fully functional AR interior inside a production concept car, built with Magic Leap 2, gesture controls, and gaze recognition, delivered as a live mixed reality demo
- Spyscape NYC: a three-screen immersive installation inside the world's largest passenger elevator, wrapping visitors in a cinematic spy narrative
- Cascade: a 30-metre projection installation at a Geneva international summit, turning complex data into an emotional visual story
- Barbican Centre Mission Control: interactive science fiction installation for one of London's leading cultural venues
- Vast Haven-1: cinematic spatial visualization for the world's first commercial space station
- 007 Elements: the official James Bond cinematic gallery embedded in the Austrian Alps, alongside the National Medal of Honor Museum in Texas, and the Cyber Infinity installation at the International Spy Museum in Washington, DC, three landmark experiential installations that demonstrate how Territory's spatial storytelling translates into permanent cultural destinations.
The connective tissue across all of them is the same: spatial storytelling principles borrowed from film, applied to real environments and real audiences.
Marti will unpack what these experiences taught Territory about designing for physical space, what clients actually need versus what they ask for, and where XR is heading in 2026 and beyond.
