Playing with your senses

Client: Serious ContentDate: 2024

Challenge

“All our knowledge has it’s origin in our perception” Leonardo da Vinci recognized that our perception is the foundation of our understanding. So, we set out to create a digital art center in Las Vegas that triggers your senses and plays with your perception. Making your understanding the only limit.

Departments

    Brand
    Visual
    Show
    Spatial
Location: Las Vegas

Play RENDER

01. Brief

The task was to bring Perception to life, the first digital arts experience in Las Vegas. For that we set out to:

  • Design a brand identity that has the feeling of Perception at its core and is universally recognizable – including logo, print materials, colour palettes and more

  • Send guests on a journey into exploring their senses, inviting them to question their interpretation of perception

02. Designer insights

“The Razzle Dazzle is a very simple but powerful optical illusion; it throws you off and you need to have a second look just to be sure. We really liked that, so we went with it as brand icon.”

- Mees Bouman

03. Research

To better understand human perception, we took a close look at optical illusions and how they work. During our research we came across the razzle dazzle, a complex pattern of geometric shapes in contrasting colours. It was used in the world wars to hide ships, but it wasn't meant to hide, it was meant to confuse the enemy about position, direction and size. The perfect approach for Perception.

04. Concept

Perception was designed to greet you with familiar, recognizable exhibits - a gallery that feels grounded, ordinary - at first. But as you move deeper, the space transforms, blurring the boundaries between what’s known and what’s waiting to be discovered.

Entering the “Emptyness,” we crafted a moment of complete darkness and silence, a sensory reset that prepares you for what’s to come. From there, each room is designed to layer light, sound, projections, and screens to explore depth, luminance and structure in surprising ways. Objects appear to shift, perspectives bend, and architecture unfolds around you, creating depth from thin air. We designed Perception to invite you to release your assumptions, to let go and lose yourself in a sensory journey where every corner, shadow, and glimmer of light reveals something unexpected.

The journey peaks in a 360° finale, where you're immersed in the works of Leonardo da Vinci - a fusion of art, invention, and experience that stays with you long after you leave.

05. Results