Ford Motor Firm’s new ‘American Icon: A Mustang Immersive Expertise’ exhibit in Los Angeles makes use of immersive know-how to have fun six a long time of Mustang historical past. (Credit score: Ford Motor Firm)
Ford Motor Firm has unveiled a brand new method 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 autos to have fun six a long time of the Mustang.
Impressed by fashionable immersive artwork displays, the expertise takes guests by way of a sensory journey of the Mustang’s historical past and cultural impression, in keeping with Ian Cohen, head of inventive and content material for world communications at Ford Motor Firm.
“It sort of grew to become this stunning experiment nearly 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 concerning 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 concerning the Mustang’s origins.
A storage door then opens to disclose a classic blue Mustang, in keeping with 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 stated.
Impressed by fashionable immersive artwork displays, the expertise takes guests by way of a sensory journey of the Mustang’s historical past and cultural impression. (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 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 films “Gone in 60 Seconds” and “Transformers” and “The Mary Tyler Moore Present.”
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The expertise concludes with a journey 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 stated.
The expertise concludes with a sensory journey narrated by Marvel star Anthony Mackie.
“The seats shake, rattle, roll, and also you scent fuel, snow and rubber,” Cohen stated. “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 stated in an Instagram put up. “From a daring origin story, to well-known film Mustangs, to a heart-pounding 4D thrill journey — 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.
“Practically everybody has a Mustang story,” he stated.
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Tickets for “American Icon: A Mustang Immersive Expertise” price $35. The exhibit runs by way of February 2026.
