a brand new space.
The guys at ICÒNIC built something so unique there wasn’t even a name for it – yet. A world’s first, this fully customizable space allows brands and creators to curate the most immersive and memorable experiences. The concept was so big it needed more than just branding: it needed a story. A narrative that could weave all three rooms together, and give the whole space meaning without ever restricting its use. Challenge accepted.
Produced at ICÒNIC Lab.
espacio tempus.
Like the Great Library of Alexandria stored a copy of every book, Tempus would be a library of the space-time; a gateway to every possible reality – past, present or future. Tempus is Latin for ‘time,’ and adding Espacio to the name —‘space’ in Spanish— hints at the space-time continuum visitors will be travelling through.
This was the pitch-winning concept: specific and exciting, but also broad enough to accommodate all future content.
every library needs a custodian.
The THRESHOLD had to captivate visitors right away. Using cutting-edge technology, we had the power to project sharp holograms over an invisible net – but what to project? Enter UNO, the embodiment of the universe. He acts as the perfect host, welcoming guests and unpacking the backstory of the space. You can watch the monologue in full here.
the jewel in the crown.
A 4.5-metre-high, 7-metre-wide LED cylinder fully enclosed with 250 screens boasting a stunning 12K resolution, and also equipped with 360-degree spatial sound. A world’s first tech marvel that allows for truly immersive experiences without the hassle of headsets. The name had to live up to such extraordinary potential, and convey the feeling of deep immersion and sheer wonder – at once. Welcome to the VORTEX.
maiden voyage.
I was also tasked with the concepting and writing of the first-ever VORTEX experience, an epic sci-fi designed to show off its unique storytelling potential. You can check it out here.
A FITTING FINALE.
The last room was conceived as a multi-purpose space for comfortable discussion and connection. With a 28:9 screen in stunning 6K, and full ambient-lighting control, the name needed to reflect its open nature whilst also concluding the experience on a high note. It had to be ZENITH.
