AOA, a leading immersive experience design, production, and project management company, has announced the appointment of acclaimed creative director, Nova Han.
With the continued convergence of art, live performance, and immersive design, AOA is strengthening its role in defining the next era of entertainment.
With this appointment, the company combines Han’s innovative approach to live art and stage performances with its strong foundation in large-scale immersive environments to broaden its presence in the fast-expanding field of live experiential storytelling.
'Art should move people'
Han is renowned for creating some of the most spectacular live experiences on the planet. She has spent over two decades designing festival stages, installations, interactive performances, and productions, ranging from Coachella to Electric Forest Festival and the Super Bowl.
Her work pushes the boundaries of spectacle and turns light, architecture, and choreography into collective emotional experiences.
"I’ve always believed that art should move people, both visually and emotionally," says Han.
"When I first visited AOA’s office, I felt it right away. People genuinely love what they do — they care about each other, and that shows up in the work. They build moments that change how people feel, and that’s the kind of creative energy I want to be part of."
AOA has established a reputation as one of the most trusted firms in immersive design worldwide. It reports a 93% project completion rate and over 157 open projects.
These include collaborations with Meow Wolf, Lucasfilm, Disney, Virgin Galactic, and the Milken Center for Advancing the American Dream.
Now, the company is turning its focus to the creation of experiences that evoke emotional responses. This is a space that presents both opportunity and impact. AOA is expanding its presence in areas where emotion fosters engagement and connection, including live entertainment, cultural experiences, and branded storytelling.
Tom Acomb, AOA’s chief creative officer and co-founder, says: "The future of experiential design is becoming more human.
"As our lives grow increasingly digital and automated, the real value lies in what feels authentic - experiences that reconnect us to emotion, to one another, and to the physical world. Nova’s work embodies that perfectly. It’s bold, it’s human, and it’s alive."
Tangible, emotional experiences
The live experiential industry is expanding rapidly as guests increasingly seek experiences they can connect with, such as art they can touch, spaces they can inhabit, and stories they can live within. AOA’s investment in this space is a natural progression, rooted in its legacy of transforming imagination into tangible, emotional experiences.
Han’s creative portfolio combines music, movement, and magic to transform temporary spaces into moments of shared wonder.
Her emphasis on connection, spectacle, and emotional impact aligns with AOA’s design philosophy, which is rooted in the idea that stories are most powerful when they can be physically felt.
Based at AOA’s West Coast office, Han will lead creative direction for selected projects while contributing to the company’s expanding presence in live experiences and entertainment.
"What I love about this collaboration is that it doesn’t feel like two worlds coming together - it already feels like one," says Han.
"AOA builds immersive worlds that last. I love building live worlds that move and breathe. I can’t wait to see what we build together - and how it resonates long after the lights go down."
Recently, AOA exhibited at the AZA Annual Conference 2025, where it also hosted a mixer and presented special guest meet-and-greets. The team has been working on the new Mote Science Education Aquarium (Mote SEA) at Mote Marine Laboratory & Aquarium, which aims to revolutionise marine science education and conservation.
