Imagine, a creator of engaging visitor experiences that entertain, educate, and inspire, has collaborated with Ford on American Icon: A Mustang Immersive Experience.
To celebrate the American icon's 60th anniversary, Ford partnered with the creative agency Imagination to create an immersive ticketed experience that would describe Mustang's spirit of freedom, innovation, and individuality.
Following Imagination's work to originate the immersive idea and overall narrative structure, Imagine was appointed to bring this to life through its studio, retail, and operations divisions.
The company realised this creative concept as a full-scale experience, producing and operating the exhibition and creating a retail experience.
Tom Zaller, president and CEO of Imagine, says: "Imagine Studio was asked to develop a three-dimensional immersive experience that incorporated Ford’s creative vision and rich media content.
"Our team designed, produced, and delivered the overall experience, which included immersive design, project management, 3D thrill ride development, retail product and store design, as well as day-to-day operations — ensuring every element supports the emotional impact of the Mustang brand and delivers a compelling ticketed experience.”
Telling the Mustang story
Imagine offers four core services: exhibitions, studio, retail, and operations.
Imagine Studio plans, designs, and produces travelling and permanent experiences. It's extensive, bespoke creative services support clients that require unique, story-driven environments.
For this project, the studio team turned Imagination’s conceptual designs into immersive spaces that realised the creative vision and provided the intended emotional experience for visitors. This included engineering and construction, as well as the integration of multisensory media, scenic elements, lighting, and AV systems.
The retail division also contributed to the project. This team works to elevate visitor engagement and increase revenue through bespoke product development, store design, and retail operations. Here, it created exclusive branded products and a curated retail display environment that extends the exhibition storyline.
Designed to enhance emotional connection, the retail space uses the products' narratives to make them a meaningful extension of the Mustang legacy and lifestyle.
American Icon also drew on the expertise of the Imagine Operations team, which offers comprehensive consulting, marketing, and operational support to deliver seamless, large-scale experiences.
It supported marketing initiatives to build awareness and drive conversions by clearly communicating the value of the experience and encouraging visits, translating brand interest into ticketed attendance.
The operations division also led the delivery and daily management of the exhibition, prioritising efficiency, reliability, and the visitor experience. This included staffing and training, overseeing ticketing pathways and queue systems, maximising throughput, coordinating guest communications, and managing all visitor touchpoints.
"We’re seeing a fundamental shift in how brands engage audiences," says Zaller.
"Experiences like American Icon: A Mustang Immersive Experience show how immersive environments can move beyond traditional marketing to create emotional connection, cultural relevance, and real-world impact. Mustang’s legacy made it the perfect story to tell through this medium."
In September, Imagine marked the successful Middle East debut of Harry Potter: The Exhibition at Manarat Al Saadiyat, a centre aligned with arts, heritage, and global cultural programming in Abu Dhabi, UAE.
