Reintroduce the world to the Magic Leap brand and its flagship product: Magic Leap 2, the most immersive see-through AR headset.

Open Core: An imaginative environment design born of constraints. Within a tight footprint at CES, we crafted a space that amplified Magic Leap’s spatial computing capabilities while keeping crowds flowing smoothly.

Creative Director: I won the pitch and onboarded the client, facilitating an intensive design sprint with Magic Leap’s event, product, and brand teams in NYC. We developed the experience design and visitor journey alongside their rebrand and website launch. Everything came together fluidly—as if painted in a single brushstroke.

Design: Cassandra Gooderum
Production: Nicki Harms
Virtual Queue: Next Me
Client Lead: Lauren Lindstrom

We designed around the technology’s sensitivities. The Magic Leap 2 precisely maps digital content into the wearer’s physical environment, and is affected by light, movement, and pattern. Optimizing the product experience required carefully calibrated lighting, materials, and acoustics across six demo areas. Our “Open Core” concept—a central hub with outward-facing, partially enclosed demo bays—was the perfect armature, complemented by a virtual queue system that kept crowds flowing smoothly.

I knew the product’s experiential nature meant our demonstration environment would directly shape public perception of the technology and brand. We had to carefully balance the technical requirements and emotional impression without compromising either. With timeline, technology constraints, and brand goals so interconnected, a face-to-face design sprint made sense, and paid off.

Coverage from Forbes and TechCrunch positioned Magic Leap as a leader in enterprise spatial computing, while the design earned Silver recognition in the Event Design & Technology Awards. And this CES debut successfully launched Magic Leap’s global event program.