Ford Motor Firm’s new ‘American Icon: A Mustang Immersive Expertise’ exhibit in Los Angeles makes use of immersive know-how to have a good time six many years of Mustang historical past. (Credit score: Ford Motor Firm)
Ford Motor Firm has unveiled a brand new method to expertise considered one of America’s most iconic vehicles.
The automaker on Saturday opened “American Icon: A Mustang Immersive Expertise,” a limited-time set up in Los Angeles that options visible results and Hollywood automobiles to have a good time six many years of the Mustang.
Impressed by in style immersive artwork reveals, the expertise takes guests via a sensory journey of the Mustang’s historical past and cultural affect, in response to Ian Cohen, head of inventive and content material for world communications at Ford Motor Firm.
“It form of grew to become this lovely experiment virtually to say, ‘Hey, can we do an immersive expertise and use a automobile as a centerpiece of the story?'” Cohen advised FOX Enterprise.
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Positioned at Los Angeles’ Ace Mission Studios, the exhibit begins in a recreation of a storage, the place a video is proven in regards to the Mustang’s origins. (Ford Motor Firm)
Positioned at Los Angeles’ Ace Mission Studios, the exhibit begins in a recreation of a storage, the place a video is proven in regards to the Mustang’s origins.
A storage door then opens to disclose a classic blue Mustang, in response to Cohen.
From there, the room transforms right into a full-scale visible expertise.
“One minute you are like on the seashore and waves are hitting you. Subsequent, you are on the meeting line,” Cohen mentioned.
Impressed by in style immersive artwork reveals, the expertise takes guests via a sensory journey of the Mustang’s historical past and cultural affect. (Ford Motor Firm)
In one other room, guests encounter a Mustang Darkish Horse, surrounded by a driving simulation alongside California highways.
“We needed to put seats in as a result of, throughout testing, individuals had been getting so nauseous … as a result of it felt like they had been in a automotive shifting on the freeway,” Cohen mentioned. “You are at eye degree with the automotive on the turntable, and it takes you on the roads of California.”
The expertise additionally options Mustangs from Hollywood, together with these from the flicks “Gone in 60 Seconds” and “Transformers” and “The Mary Tyler Moore Present.”
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The expertise concludes with a experience narrated by actor Anthony Mackie, Marvel’s Captain America, that engages all of the senses. (Ford Motor Firm)
“We partnered with the Peterson Museum, and we have vehicles on mortgage from Hollywood films,” Cohen mentioned.
The expertise concludes with a sensory experience narrated by Marvel star Anthony Mackie.
“The seats shake, rattle, roll, and also you scent fuel, snow and rubber,” Cohen mentioned. “You hit a puddle — water hits you.”
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Tickets for “American Icon: A Mustang Immersive Expertise” price $35. (Ford Motor Firm)
“I’ve been a Mustang fan since I used to be a child, so I’m hyped to be a part of ‘American Icon,'” Mackie mentioned in an Instagram publish. “From a daring origin story, to well-known film Mustangs, to a heart-pounding 4D thrill experience — you’ve by no means skilled America’s hottest sports activities automotive like this!”
Among the early reactions to the exhibit have been emotional, Cohen added.
“Practically everybody has a Mustang story,” he mentioned.
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Tickets for “American Icon: A Mustang Immersive Expertise” price $35. The exhibit runs via February 2026.
