We’re constantly exploring the intersection of physical-digital realities and one thing we’ve repeatedly noticed is a lack of consideration for the physical environment when designing XR (“Extended Reality” encompassing VR/AR) experiences.

The Style Transfer Gallery, an interactive experience showcasing a live example of machine learning technology in an engaging, participatory way, while also highlighting some of the area’s amazing local artists.

At their core, physical experiences are about elevating spaces into places. Spaces are defined by their edges (think walls or boundaries). Places are defined by the activities and engagements happening within them. This evolution affords tremendous opportunity to transform real-world spaces to create meaningful experiences.

Britelite interviewed Rip DeLeon (formerly Capital One’s Physical Experience Design Director) about the value physical design brings to customer experiences.