Creative Director, immersive & spatial experiencesPortfolio 2026

AliceLabourel

Former architect and ballet dancer, I create experiences that connect people to their surroundings, making them move, dream and awaken their senses.

10+ years directing immersive experiences and visual storytelling for brands and cultural spaces including La Pedrera, Formula 1 and CaixaBank.

For ambitious clients who want people to remember not just what they saw, but how it felt.

Selected work ↓

Move to light up The Death of the Moth

AboutAlice Labourel

INTRODUCTION

Creative Director, immersive & spatial experiences.

I am a French Creative Director with a background in architecture and classical ballet. My work explores the meeting point of movement, space and technology, creating immersive experiences where the digital and the physical blend seamlessly, guided by rhythm, emotion and storytelling.

I have led the creative direction of large-format, technically complex installations, from concept to delivery, guiding multidisciplinary teams across immersive brand experiences, mixed-reality exhibitions and interactive spatial environments, including a mixed-reality experience at La Pedrera and the creative direction of the scenography and digital content for a Formula 1 gala. Today, I take on a few projects a year, for ambitious brands and cultural institutions.

Combining drawing, 3D and emerging tools such as generative AI, I keep exploring new ways of connecting body, environment and imagination.

I live close to nature in South-West France, a constant source of inspiration for my work. I work remotely and travel often, on site whenever a project needs me.

Brands & institutions

Formula 1/Audi/CaixaBank/“la Caixa” Foundation/3Cat/La Pedrera/Iris van Herpen/OFFF

Studios

Glassworks/Melt/Instronic/Trizz/Will Alsop/Peter Cook

Press

Dezeen, 2013The Hidden Orchestra
OpenSea, Artist Spotlight, 2021NFT collection
designboom, 2025A Tiny Bead of Pure Life, ISE × Llum BCN
Panorama Audiovisual, 2025Flors de Veu

SELECTED WORK

Magical Vision2022La Pedrera, with MeltMixed reality Formula 1 Gala2025Grupo Focus for Formula 1, with InstronicScenography and content Mystical Oasis2025Onic by InstronicAdaptive screen artwork A Breath of Spring2025CaixaBank, with InstronicAdaptive multi-screen artwork More formats2020–2025Symphony, Audi e-tron, Continuum, Flors de VeuVR, hyper-reality, mapping, real-time The Hidden Orchestra2013Architecture diploma, with Peter Cook. Featured in DezeenDrawing, architecture Digital artistOngoingISE 2025 performance, NFT collection3D, Cinema 4D

Project 01 of 04Magical Vision2022Back to index

Visitor wearing HoloLens 2 holding out her hand to a paper bird hologram — MAGICAL VISION
La Pedrera – Casa Milà, UNESCO2022Client: Laie and Fundació Catalunya La Pedrera, with MeltArtistic and Creative Director

As Artistic and Creative Director, I led the creation of a mixed-reality experience inside La Pedrera-Casa Milà, a UNESCO site welcoming over one million visitors a year.

ExperiencePermanent mixed-reality exhibitionToolsMicrosoft HoloLens 2, Unity, 3D spatial audio (with OIDO)

With the Melt team, we delivered the entire experience, from concept and script to software and visual development. Wearing HoloLens 2 glasses, visitors explore the spaces around the Patio de las Mariposas, opened to the public for the first time, where holograms blend with the original architecture: a second layer revealing the building's history, voices rising from an old radio, and the animals that inspired Gaudí fluttering through the space.

A paper bird, narrator and guide, leads the way. Its origami, low-poly language respects both the architecture and the limits of the headset, keeping the monumental building at the centre of attention.

See the project on Melt

Origami hoopoe hologram with handwritten paper textures — The paper hoopoe, narrator and guide

Entrance of the Magical Vision experience at La Pedrera — Entrance to the experience

A visitor wearing HoloLens 2 in the Patio de las Mariposas holds out her hand to the paper hoopoe hologram, among Gaudí's façades — Patio de las Mariposas, the hoopoe takes flight

Visitor surrounded by floating holographic paper butterflies — Digital petals flying away after caressing the walls

Visitor reaching towards a hologram in a historic room — A second layer over the original architecture

Making of

From first idea to opening day, I wrote the script and the narrative, designed the digital assets and holographic environments as well as the physical sets and props, led the costume direction and directed the live-action shoot on green screen. I then oversaw the integration on site and the design of every interaction, making sure each moment stayed true to the original intention.

Concept drawings of the origami hoopoe — Drawing the paper hoopoe

Animating the paper hoopoe

Two actors in period costume in front of a green screen — Filming the holographic characters on green screen

A woman and a child wearing HoloLens 2 interacting with holograms beside an original desk — Visitors inside the experience

Project 02 of 04Formula 1 Gala2025Back to index

FORMULA 1 GALA

Circuit Gala Dinner, Gran Premio de España, Barcelona2025Client: Grupo Focus for Formula 1, with Instronic StudioCreative Director, scenography and digital content

As Creative Director for scenography and digital content, I participated in creating the Formula 1 Circuit Gala Dinner experience for 200 guests, with the teams at Grupo Focus, Fira Barcelona and Instronic. I drew the stage design and the screen integration, and created the entire content of the screens for every moment of the evening.

ExperienceLive gala, end-to-end experience designToolsLED stage screens, CGI motion content, stage lighting

I approached the evening as a choreography of space, light and image. I designed the layout of the venue, the screens and the helmet-shaped stage to frame each stage of the gala: guest arrival, dinner, speeches and brand presentations.

I then created the content for each of these moments: cinematic renders calibrated for the dining experience, present yet unobtrusive, and transitions carrying speeches, music and corporate films with fluidity.

See the project on Instronic

Speech in front of the Gran Premio de España 2025 visual — Speeches framed by the stage

Speech on the Circuit Gala Dinner stage, guests at their tables — The runway leading to the helmet stage

3D plan of the venue: arrival lounge with the car, dining hall with the runway leading to the stage — 3D spatial plan of the venue

Render of the stage with curved LED screens — Stage render, curved LED screens

Screen content, standby loop on the panoramic LED screen

Project 03 of 04Mystical Oasis2025Back to index

MYSTICAL OASIS

Onic, screen art collection by Instronic2025Aqui, Madrid; Phenomena, BarcelonaArt Director, Onic platform

Mystical Oasis is part of Onic, Instronic's collection of screen artworks designed to adapt to any screen shape and transform the spaces they inhabit. It reflects my own visual world, and has become one of the collection's most successful pieces.

ExperienceAdaptive screen artwork, 60-second loop, day and night versionsToolsLarge-format LED screens, CGI animation (3D artist: Ion Romero)

A serene, dreamlike landscape of sculptural forms, still water and soft vegetation, in two scenarios with day and night versions that shift the mood of a space. At Aqui in Madrid, it brings nature and light into a long, dim office lobby; at Phenomena in Barcelona, it turns a cocktail bar from chic to calm.

Beyond this piece, I art directed and oversaw the whole Onic platform: shaping each artwork, its variations and its possible adaptations to any type of screen and format.

See Mystical Oasis on Onic

Render of a dreamlike oasis on a lobby LED wall, daylight — Day version, lobby LED wall

Installation on site along the lobby wall — Aqui, Madrid: light brought into a long, dim office lobby

Installation seen from the lobby entrance — Aqui, Madrid, from the entrance

Visual research

Mood image, pale arch and mushroom forms

Mood image, sculptural vases and grasses

Mood image, pearl sphere in golden jungle

More of my artworks for Onic

Explore the Onic collection

Project 04 of 04A Breath of Spring2025Back to index

Meadow of pink blossoms drifting on a dark green sky — A BREATH OF SPRING
CaixaBank All in One centres, Spain2025Client: CaixaBank, with Instronic StudioCreative Director

A Breath of Spring is an artwork designed to adapt to more than 20 different screens and formats across CaixaBank's All in One centres in Spain: curved LED walls, columns, ATM lobbies and façades.

ExperienceAdaptive artwork across 20+ screens and formatsToolsCurved LED walls, columns, ATM lobbies, façades, CGI animation

This piece celebrates spring: a meadow where dandelions take flight and drift in the wind, following the curves and cut-outs of each space, and bringing a moment of softness into an everyday banking environment.

See the project on Instronic

One artwork, adapted to every screen

Curved wall and column

ATM lobby

Lounge wall

More formatsVR, hyper-reality, mapping, real-time2020–2025Back to index

MORE FORMATS

Beyond screens and stages: the same approach to space, rhythm and image, carried into virtual reality, hyper-reality, projection mapping and real-time interaction.

Virtual reality

Orchestral world of blooming branches, frame from the Symphony VR experience

Concept art for Symphony: an explosive flower of pink petals and blue fronds

Concept art for Symphony: a burst of red and turquoise filaments

Concept art for Symphony: a luminous blue-green flower with an orange heart

Symphony, the orchestra as a blooming world1 / 4

Symphony Client: "la Caixa" Foundation. Direction: Igor Studio. Production: Glassworks. 2020

ExperienceAward-winning travelling VR experienceToolsVR, 360° imagery, spatial 3D sound

An immersive journey inside a symphony orchestra, guided by conductor Gustavo Dudamel with the Mahler Chamber Orchestra, touring internationally for the "la Caixa" Foundation. At Glassworks, I contributed concept art and visual development, then 3D production.

Luminous forest scene from the VR experience — A luminous forest inside the music

Audience seated in rows of armchairs, wearing VR headsets during Symphony — On tour: the audience inside the experience. Photo: Fundación "la Caixa"

Symphony save the date visual with Gustavo Dudamel — Save the date with Gustavo Dudamel

See the project on Igor Studio Watch the trailer

Hyper-reality

Players in VR headsets and motion-tracking gear walking on a glowing circuit floor — Players on the circuit floor, 36 cameras tracking every move

Audi e-tron Room Client: Audi. Production: Melt. 2020

ExperienceHyper-reality, multiplayer VRToolsHTC Vive Pro, full-body motion tracking (36 cameras, 28 sensors)

A hyper-reality journey through time to Audi's future, blending VR headsets with full-body motion tracking: 36 cameras and 28 sensors mapping players and physical objects into the virtual world. As concept artist, I designed the architectural scenography and the graphic design of the physical space, and the concept art for the virtual journey.

Player in VR headset and tracking suit in a neon corridor — Scenography, the neon corridor

Entrance corridor with light lines and circuit floor graphics — Entrance corridor

Floor graphic design, circuit pattern — Floor graphic design

See the project on Melt's site

Projection mapping

Continuum on the Disseny Hub façade, OFFF 2025

Continuum The Screen, OFFF Barcelona 2025. Disseny Hub Barcelona façade. Instronic Studio. Creative Director

ExperienceProjection mapping on a museum façade, festival night showToolsLarge-scale façade projection, CGI animation

Created for The Screen, the first mapping showcase of OFFF Barcelona, projected onto the façade of Disseny Hub Barcelona during the festival. Monumental knotted forms, covered in iridescent feathers and scales, coil and unravel across the building, playing with its geometry to make architecture appear alive.

See the project on Instronic About The Screen at OFFF

Visual references

Reference, painted feathers in blue and violet — Reference, painted feathers

Reference, dark iridescent feathers — Reference, iridescent plumage

Mapping frame, knotted forms filling the façade — Knotted forms filling the façade

Real-time interactive

A visitor with headphones holds an iPad showing her augmented-reality flower, while another visitor sings in the space — On site at ISE 2025. Photo: 3Cat

Flors de Veu Client: 3Cat, with Sónar. Production: Melt. ISE Barcelona, 2025

ExperienceVoice-driven augmented reality, multisensory installationToolsReal-time AR, large-format screen, iPads, sound universe by María Arnal

Presented on the 3Cat stand at ISE 2025, Flors de Veu lets visitors grow flowers by singing and moving an iPad. Inside a sound universe created by artist María Arnal, the design adapts in real time to each user's voice and gestures, creating a unique flower in augmented reality, also displayed on a large screen. I art directed the experience, designed the 3D assets and the physical scenography.

Floor graphic design of the space: flowing grey shapes and concentric line patterns — Floor graphic design

Iridescent imaginary flower unfurling a ribbon of petals — An imaginary flower, grown by a voice

Early flower study in pink, turquoise and violet — Flower study

Final render of a turquoise flower with a spiralling stem — Flower render

Read about it in Panorama Audiovisual

AliceLabourel

INTRODUCTION

Brands & institutions

Studios

Press

SELECTED WORK

MAGICAL VISION

FORMULA 1 GALA

MYSTICAL OASIS

A BREATH OF SPRING

MORE FORMATS

Virtual reality

Hyper-reality

Projection mapping

Real-time interactive

THE HIDDEN ORCHESTRA

DIGITAL ARTIST

A Tiny Bead of Pure Life

NFT collection

CONTACT