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HOLOFLUX
HOLOFLUX
Indio, CA, United States
Finalist, 2025 A+Awards, Concepts - Architecture +Innovation
Project Featured on Aug 11, 2025
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HOLOFLUX
Indio, CA, United States
Finalist, 2025 A+Awards, Concepts - Architecture +Innovation
Project Featured on Aug 11, 2025
Firm
STATUS
Built
YEAR
2023
SIZE
1000 sqft - 3000 sqft
Holoflux is an 18-meter-tall immersive installation that transforms architectural form into a live, responsive media environment. Created as the centerpiece of the 2023 Coachella Valley Music and Arts Festival, it fuses large-scale fabrication, real-time digital projection, and machine learning into a singular structure that blurs the boundary between built space and experiential media. Rather than serving as a static landmark, Holoflux operates as a dynamic interface—engaging visitors through light, movement, and data in constant transformation.
Constructed from a steel armature clad in sustainably sourced plywood and wrapped in dichroic, iridescent fabric, the installation reflects a commitment to circular design—fully recycled and upcycled following the festival’s conclusion. Beyond its material presence, Holoflux functions as an active media system that redefines the architectural surface. It merges machine learning, digital animation, and real-time virtual production into a dynamic visual language. A 360° camera array captured the ambient environment of the festival in real time and streamed it into a game engine, where pre-rendered animations were composited with AI-enhanced content trained on curated datasets. This continuous visual synthesis transformed the structure into a responsive interface—rendering architecture as an active participant in its context, rather than a static backdrop. This integration of real-time data with AI-enhanced media created a responsive skin that blurred the line between site, structure, and spectacle. The result was an architectural interface that didn’t simply reflect its context—it performed it.
During daylight hours, Holoflux’s shimmering surfaces refract the desert sun into fluid chromatic fields, rendering it an atmospheric anchor within the festival grounds. As evening falls, the projections activate, dissolving the mass of the structure into layers of light, motion, and meaning. At night, the installation becomes fully transmuted—performative skin of data and light that constantly remakes its own identity.
By weaving together material effects, AI and immersive media systems, Holoflux reimagines architecture as a performative, time-based medium. It proposes a future in which buildings act not as static forms, but as interfaces deeply enmeshed with the cultural and technological ecosystems they inhabit.
Constructed from a steel armature clad in sustainably sourced plywood and wrapped in dichroic, iridescent fabric, the installation reflects a commitment to circular design—fully recycled and upcycled following the festival’s conclusion. Beyond its material presence, Holoflux functions as an active media system that redefines the architectural surface. It merges machine learning, digital animation, and real-time virtual production into a dynamic visual language. A 360° camera array captured the ambient environment of the festival in real time and streamed it into a game engine, where pre-rendered animations were composited with AI-enhanced content trained on curated datasets. This continuous visual synthesis transformed the structure into a responsive interface—rendering architecture as an active participant in its context, rather than a static backdrop. This integration of real-time data with AI-enhanced media created a responsive skin that blurred the line between site, structure, and spectacle. The result was an architectural interface that didn’t simply reflect its context—it performed it.
During daylight hours, Holoflux’s shimmering surfaces refract the desert sun into fluid chromatic fields, rendering it an atmospheric anchor within the festival grounds. As evening falls, the projections activate, dissolving the mass of the structure into layers of light, motion, and meaning. At night, the installation becomes fully transmuted—performative skin of data and light that constantly remakes its own identity.
By weaving together material effects, AI and immersive media systems, Holoflux reimagines architecture as a performative, time-based medium. It proposes a future in which buildings act not as static forms, but as interfaces deeply enmeshed with the cultural and technological ecosystems they inhabit.
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