At Imagination, we believe that great brands don’t just tell stories, they create moments that stay with you.
That’s why, in partnership with Ford Motor Company, we brought to life American Icon: A Mustang Immersive Experience. This first-of-its-kind activation invites fans and newcomers alike to step inside Mustang’s heritage and its future.
Since its November launch, the experience – featuring Mustang owner and Hollywood star Anthony Mackie – has opened its doors in Los Angeles, captivating audiences with a cinematic, emotionally rich journey. As it continues through February 2026, Mustang Immersive will then travel on to Miami and Dallas, giving even more people the chance to connect with Mustang as more than just a car.
Working as lead creative and strategic partners, Imagination crafted every detail of the experience: from the concept and storytelling to the immersive content and on-site design. We teamed up with Imagine Studios (creators of Titanic and Jurassic Park immersive experiences) for production and operational delivery. The Petersen Automotive Museum in LA added cultural depth by contributing iconic Mustangs from cinema and popular culture.
Through 4D thrills, floor-to-ceiling projections, and nostalgic storytelling, we reimagined Mustang not just as a vehicle, but as a cultural symbol.
“Mustang is a cultural icon with a spirit, legacy and future that connects deeply with its fans,” said Patrick Reid, Group CEO of Imagination. “Brands succeed by creating experiences and moments that people remember and leave them changed. Our goal was to turn the cultural icon that is Mustang into an immersive experience that is great fun, brings people closer to the brand, and turns fans and newcomers alike into lifelong enthusiasts.”
For sixty years, the Ford Mustang has been more than a car – it’s a cultural icon and a symbol of freedom, performance, and aspiration. We’re excited to give Mustang fans and newcomers a chance to experience the car in a whole new way.
Mark Truby Chief Communications Officer, Ford
The activation features two custom-built immersive environments, an interactive gallery, and a 4D thrill ride, designed to bring Mustang’s story to life:
- Opening Film – Features contributions from celebrities, fans, racers, and movie directors connected to Mustang’s story.
- Immersive Rooms:
- Born in Detroit, Raised in California – An immersive journey through Mustang’s origin and rise in popular culture, with 360° projections immersing visitors in Mustang’s California lifestyle and Hollywood heritage.
- Performance, Rebellion, Self-Expression – A seated, multi-sensory experience blending projections, soundscapes, and cultural storytelling to capture Mustang’s open-road freedom and fan-driven legacy.
- Interactive Gallery – Showcases iconic movie Mustangs from Gone in 60 Seconds, Transformers, and Kick-Ass, celebrating the car’s impact on popular culture.
- Thrill Ride – A 4D adventure where visitors step into the role of a secret agent escaping a rogue state, delivering fully immersive, adrenaline-pumping thrills.
To kick things off, we hosted an exclusive, social-first launch at Ace Mission Studios. It brought together creators, media, and partners for a night of red carpet moments, guided tours, curated music, and custom merch – all built for high engagement and shareability.
Then came the Mustang Stampede, a visceral celebration of community: 100 Mustang club members convoyed from the Petersen Automotive Museum through Hollywood, culminating in a spectacular arrival at the pop-up. The event turned heads, raised energy, and reinforced the deep fan connection Mustang inspires.
Tickets for Mustang Immersive – American Icon are now available at mustangimmersive.com/los-angeles.
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