Ford Motor Firm’s new ‘American Icon: A Mustang Immersive Expertise’ exhibit in Los Angeles makes use of immersive know-how to rejoice six many years of Mustang historical past. (Credit score: Ford Motor Firm)
Ford Motor Firm has unveiled a brand new strategy to expertise one among 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 rejoice six many years of the Mustang.
Impressed by widespread immersive artwork displays, the expertise takes guests by means of a sensory journey of the Mustang’s historical past and cultural influence, in accordance with Ian Cohen, head of inventive and content material for world communications at Ford Motor Firm.
“It type of grew to become this lovely experiment nearly to say, ‘Hey, can we do an immersive expertise and use a car as a centerpiece of the story?'” Cohen advised FOX Enterprise.
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Situated 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)
Situated 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 accordance with Cohen.
From there, the room transforms right into a full-scale visible expertise.
“One minute you are like on the seaside and waves are hitting you. Subsequent, you are on the meeting line,” Cohen stated.
Impressed by widespread immersive artwork displays, the expertise takes guests by means of a sensory journey of the Mustang’s historical past and cultural influence. (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, folks had been getting so nauseous … as a result of it felt like they had been in a automotive transferring on the freeway,” Cohen stated. “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 trip 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 got vehicles on mortgage from Hollywood motion pictures,” Cohen stated.
The expertise concludes with a sensory trip narrated by Marvel star Anthony Mackie.
“The seats shake, rattle, roll, and also you odor gasoline, snow and rubber,” Cohen stated. “You hit a puddle — water hits you.”
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Tickets for “American Icon: A Mustang Immersive Expertise” value $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 stated in an Instagram submit. “From a daring origin story, to well-known film Mustangs, to a heart-pounding 4D thrill trip — you’ve by no means skilled America’s hottest sports activities automotive like this!”
A few of the early reactions to the exhibit have been emotional, Cohen added.
“Almost everybody has a Mustang story,” he stated.
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Tickets for “American Icon: A Mustang Immersive Expertise” value $35. The exhibit runs by means of February 2026.