Prince the Immersive Experience
An interactive trip through the music and life of Prince!
Prince: The Immersive Experience was a large-scale, multi-sensory exhibition celebrating the life, music, and legacy of The Artist Formerly Known as Prince. Hyphen-Labs was hired by Superfly as Creative Directors to guide the project from concept through development. Beginning in 2021, Ece Tankal and I led a team of producers and fabricators, creating pitch decks for the estate and stakeholders, imagining the rooms, designing user journeys, rendering spatial concepts, and selecting the assets that shaped the experience.
To deliver such an ambitious project, we coordinated production planning for ten immersive rooms, working closely with multiple subcontractors. We produced look-and-feel decks, 3D models, animated visualizations, props, and the retail/gift shop design. The experience began with Prince’s Minneapolis roots, featuring the Estate’s Becoming Prince map, and included multiple photo opportunities inspired by iconic music videos and album covers such as When Doves Cry, Purple Rain, and Diamonds & Pearls.
One of the most technically involved elements was the Studio A recreation, where guests could isolate instruments, dissect musical arrangements, and step inside his true studio environment. Visitors encountered original outfits, guitars, and artifacts while also learning about Prince’s activism for social justice and artistic freedom leading the fight for artistic ownership of his masters. They danced through a light installation by Roy Bennett, one of Prince’s longtime concert lighting and stage designers, and ended their journey with an interactive experience: “Which Prince Are You?” quiz that generated a personalized playlist of hits and deep cuts.
The Prince Experience welcomed over 10,000 visitors and received a 4.8-star rating across Google and Facebook.
