As we move further into 2025, we reflect on a remarkable year of innovation, creativity, and boundary-pushing experiential projects. The digital experience landscape continues to evolve at a rapid pace, and Solarflare Studio remains at the forefront, blending immersive technology with compelling storytelling across multiple industries. From large-scale interactive installations to AI-powered experiences, our work in 2024 set new benchmarks in engagement and innovation, and we are carrying that momentum forward into this year.
Cathay Pacific – A Multi-Touchpoint Partnership
One of our most dynamic partnerships in 2024 was with Cathay Pacific, where we collaborated with Prodigious to create immersive brand experiences across multiple touchpoints. At the Gillian Lynne Theatre in London, we transformed a functional escalator space into a captivating journey through the airline’s global destinations. Our bespoke installation of eight portrait-oriented 4K LED screens showcased breathtaking aerial sequences over Hong Kong, Sydney, and beyond, reinforcing Cathay Pacific’s premium identity and inspiring wanderlust in a seamless, cinematic experience.
Expanding this collaboration further, we also developed the Cathay Pacific Lounge Experience at the London Palladium, bringing digital storytelling into an exclusive VIP space. This activation strengthened the brand’s presence in London’s iconic theatres, connecting guests to the airline’s destinations in an elegant and immersive way.
Heineken Refresh Takeover – Interactive Music & Crowd Gaming
We elevated interactive brand activations with the Heineken Refresh Takeover, an energetic music-led crowd gaming experience. This project fused dynamic visuals and gamification to enhance live events, allowing audiences to engage directly with Heineken in a way that felt fresh, social, and high-energy.
At MAD//Fest 2024, we merged nostalgia with technology by bringing an iconic DeLorean to life using AR. Working with Epsilon, we crafted an interactive experience where attendees could personalise the car, adjust its aesthetic, and see their designs instantly brought to life. This project not only showcased the capabilities of augmented reality but also reinforced how brands can connect with audiences through meaningful, interactive digital storytelling.
Seat Unique – Elevating Fan Engagement Through VR and LED
One of the most exciting partnerships we developed in 2024 was with Seat Unique, where we brought innovation to multiple touchpoints. From a large-scale LED wall installation to a virtual reality sales tool, our work helped redefine how audiences engage with premium seating experiences at major venues. These projects not only enhanced fan interaction but also demonstrated the power of immersive digital content in the sports and entertainment sector.
Living Canvas – A Digital Artwork That Evolves in Real Time
A big moment in 2024 has been the continuation of Living Canvas, a self-evolving digital artwork that responds to real-time weather data. Built using WebGL and driven by dynamic inputs, this interactive installation showcases our team’s ability to merge digital design, data visualisation, and immersive storytelling.
AI, Real-Time Content, and the Marketplace in 2024
The evolution of AI continues to be pivotal, and we remain deeply engaged with its progression, integrating cutting-edge AI tools to enhance both production workflows and immersive experiences. Across pre-visualisation, storyboarding, and rapid prototyping, AI-driven systems allow us to deliver faster, more refined creative solutions. From AI-assisted video editing to real-time content generation, we harness tools like ComfyUI, ControlNet, and Stable Diffusion, moving beyond conventional platforms like Runway and Krea.AI.
We have also started exploring the potential of Google Veo 2 for AI-assisted content creation, adding another layer of intelligence to our storytelling capabilities.
AI has also changed our approach to interactive storytelling, enabling dynamic, responsive narratives tailored to audience interaction. Whether training our own AI models or leveraging real-time generative systems, we continue expanding our capabilities in both post-production and content automation, bridging the gap between AI-driven creativity and human-led artistry.
Beyond AI-enhanced workflows, 3D production and real-time rendering remain central to our explorations. While still in early phases, we anticipate significant advancements in AI-driven 3D modelling, paving the way for streamlined asset creation and rapid iteration cycles.
The Expanding Role of AR, VR, and Wearables
As pioneers in immersive storytelling, we continue to push the boundaries of AR, VR, and mixed reality experiences. 2024 showcased remarkable innovations in wearable technology, spatial computing, and real-time audience interaction. Through our work, we explored new integrations, enhancing engagement with physical-digital hybrids that redefine how brands connect with consumers.
Additionally, WebGL and interactive experiences remain a core passion at Solarflare Studio. Our expertise in blending interactive real-time content with AI, Web3 frameworks, and emerging browser-based rendering techniques continues to open new creative avenues. We refine our capabilities in real-time audio-visual blending, fusing pixel-based design, generative AI, and reactive storytelling to create rich, dynamic experiences.
Looking Ahead to 2025
As we push forward into 2025, our commitment to innovation remains unwavering. We continue to build lasting relationships with our clients, ensuring that every project is an opportunity to bring something new and extraordinary to the experiential landscape. Some of the key areas we are particularly excited about include:
Advancing real-time AI applications in experiential marketing
Enhancing our work with high-resolution LED and projection mapping
Exploring deeper integrations between AR and Web3 technologies
Expanding AI-driven 3D production pipelines
Pushing the creativity of WebGL and interactive digital installations
The Future Is Immersive
The future of experiential technology continues to evolve, and at Solarflare Studio, we remain committed to shaping that future.
We’ll be following up soon with our 2025 guide, highlighting upcoming trends, boundary-pushing innovations, and the creative directions we’re most passionate about pursuing.
If you’re looking to push the boundaries of engagement and digital experiences, we’d love to collaborate.
