Mustang: An American Icon was developed as a touring exhibition that placed immersive media at the centre of its storytelling approach. Working alongside creative agency Imagination, dandelion burdock delivered two large-format immersive environments designed to communicate the heritage and cultural significance of the Ford Mustang. The project demonstrates how technical precision and narrative structure can support branded experiences that travel internationally while retaining impact and consistency.
Both environments used full 360-degree projection across walls and floors, with a physical Mustang vehicle positioned as the focal point of each space. The brief called for immersive media that could operate at scale, remain legible in busy visitor conditions and support a clear narrative arc.
Immersive Room One: Presenting Heritage at Scale
The first space focused on the Mustang’s origins and its place within American culture across several decades. Visitors moved through a chronological sequence beginning in 1960s Detroit, shifting through key moments including the car’s debut at the World’s Fair and its presence along the Californian coast during later decades.
The room concluded with a Hollywood Boulevard scene at sunset, where references to film and popular culture reinforced the Mustang’s cinematic status. To support this, dandelion burdock developed detailed digital environments using Houdini and Redshift, populated with large numbers of AI-generated characters to suggest scale and social context. Period-accurate music and visual references supported historical clarity without overwhelming the physical vehicle at the centre of the space.
Immersive Room Two: Motion, Speed and Community
The second environment adopted a different tone, focusing on performance and contemporary culture. A modern Mustang was mounted on a rotating turntable, with projected content responding precisely to its movement. Visual sequences shifted from coastal roads to desert conditions and urban street racing, created using Houdini and Unreal Engine.
Technical coordination between media playback and mechanical motion was critical. Synchronisation had to remain accurate across repeated cycles and varied operating conditions. The experience concluded within a tuner garage setting, where fan-submitted imagery was projected throughout the room. This element introduced audience participation into the exhibition while remaining appropriate for a touring format.
Solving Complex Environmental Storytelling Challenges
Across both rooms, the primary challenge lay in environmental storytelling at high resolution and large scale. Visual detail needed to support immersion while remaining readable across wide viewing angles. Historical artefacts, sound design and digital characters were integrated to provide depth without distracting from the core narrative.
The project also required a robust technical workflow capable of touring, with disguise media servers supporting playback and projector calibration. Audio production by Yessian and mechanical engineering by verendus industries supported a coordinated multi-sensory outcome.
A Case Study in Branded Immersive Delivery
Mustang: An American Icon stands as a strong example of how immersive media can be applied within branded touring exhibitions. The collaboration highlights the value of early technical planning, cross-disciplinary coordination and narrative discipline. For operators, designers and producers working in large-scale visitor experiences, the project offers insight into how complex immersive environments can be delivered reliably while maintaining creative ambition.
