Moment Factory, a multidisciplinary entertainment studio with over 24 years of expertise in creating immersive and interactive experiences, has launched the first US edition of the award-winning AURA series at Grace Cathedral in San Francisco.
With this new edition now open and an upcoming one in Quebec City this December, the studio continues to bring heritage sites to life as vibrant cultural destinations at night.
AURA Grace Cathedral marks a significant debut in the US market, selling over 30,000 tickets in just the first few weeks— a response that confirms strong demand for AURA, which turns heritage sites into stunning immersive experiences.
Technology, heritage and storytelling
Unlike traditional light shows, AURA merges multimedia with site-specific storytelling to craft an odyssey that feels both innovative and timeless.
Designed to turn each landmark into a dynamic canvas, the format combines large-scale projection mapping, architectural lighting design, and an original orchestral score.
Developed in close collaboration with each venue’s curatorial teams, every installation is customised to emphasise the site’s character while ensuring seamless technical integration and full respect for its cultural significance.
With each production, AURA captures the unique spirit of its host city, blending local character and architecture into a singular experience. In Montreal, projections highlight the ornate beauty of Notre-Dame Basilica, while in Paris, symphonic illusions celebrate the grandeur of the Dôme des Invalides.
And now, in San Francisco, AURA invites audiences to rediscover Grace Cathedral’s soaring arches and stained glass windows in a new, spectacular light.
AURA: a proven offering for long-term cultural impact
By expanding visitor engagement beyond standard opening hours, the series drives continuous economic and cultural vitality while supporting heritage preservation.
In each city, AURA has become a key part of the cultural calendar, attracting local audiences and tourists year after year. The first editions of AURA continue to run and have collectively welcomed more than two million visitors since their debut, demonstrating lasting appeal and durability.
Each installation is designed for reliability, low maintenance, and minimal impact on the host site, ensuring long-term performance for institutional partners.
“AURA has proven its ability to grow within communities, as seen with Montreal since 2017 and Paris since 2023," says Jonathan St-Onge, executive director, Moment Factory Originals.
"The AURA series has not only welcomed millions of visitors but also demonstrated its lasting cultural impact. We are excited to see AURA become an integral part of the cultural ecosystem in iconic cities, contributing to the creation of sustainable and meaningful destinations.”
See also: Sacraments in neon at Grace Cathedral
A new interactive dimension
The San Francisco version also introduces a new interactive web app.
The platform enriches the experience with an educational and playful layer of discovery, enabling visitors to explore the site’s architectural details and history, experiment with light effects to join the collective arch of light, access translations, and create a beautifully rendered AI-powered selfie to take home afterwards.
This custom digital tool reflects AURA's ongoing development towards more connected, participatory entertainment that encourages audiences to rediscover landmarks through innovation.
Moment Factory shows how modern technology can illuminate history in new ways while shaping the entertainment of the future. By blending multimedia craftsmanship, engaging narratives, and historical preservation, the international studio continues to strengthen its leadership in creating immersive experiences at heritage sites.
This summer, Moment Factory simultaneously launched its Augmented Games at three leading Family Entertainment Centres (FECs) and social competitive venues across the globe.
