An immersive theatre extension for Punchdrunk — the most experimental performance company on Earth — built with Samsung mobile devices to extend a physical world into a digital one.
Outcome: Spatial AR layer designed to disappear into a live show
Punchdrunk's productions (Sleep No More, The Drowned Man) reinvented what "audience" means. Samsung wanted to extend that worldcraft into the device a person already had in their pocket.
A companion AR layer for Punchdrunk's immersive theatre — distributed via Samsung devices — that let attendees discover content, follow characters, and unlock narrative threads that existed only in the digital strata of the production's physical world.
The brief was the kind of work no playbook covers: a theatre company that rejects screens, partnered with a phone manufacturer, asking us to make the phone disappear into the show. The answer was a design language we still use today when we build spatial layers for clients who don't want the technology to become the point.