Our Approach
A 90-second read on what makes Eluxir different.
Narrative-First
Narrative-first means the story always leads. Before we choose a projector, we choose a story. Before we design a visual, we understand the space, its history, and its audience. Technology is the instrument. Narrative is the music.
This approach changes everything. Heritage sites get experiences that honour their authenticity rather than overwrite it. Brands get environments that feel uniquely theirs, not generic immersive templates. Corporate audiences get messaging that’s felt, not just heard.
Before we choose a projector,
we choose a story.
Before we design a visual,
we understand the space.
Heritage
Experiences that honour authenticity.
Interpretation that reveals hidden stories without compromising the space that makes them significant.
Brands
Environments that feel uniquely yours.
Brand DNA translated into space — craftsmanship, heritage, vision made tangible.
Corporate
Messaging that’s felt, not just heard.
Strategic narrative at scale — from summit stages to product launches — that lands with thousands in a single room.
Process
Understanding the space, the audience, and the untold story. Architectural research, brand DNA analysis, audience psychology, historical narrative.
Heritage: archival research · Brands: brand identity workshops · Corporate: stakeholder interviewsCreative direction: narrative, visual language, sound, spatial choreography. The story takes form before any technology is specified.
Storyboarding · Visual development · Sound concept · Spatial mappingProduction: 3D modelling, animation, projection mapping, sound design. Bespoke content created for the specific architecture and narrative.
3D reconstruction · UV mapping · Motion design · Surround-sound compositionOn-site calibration and an ongoing creative relationship. Not a handover — a partnership that evolves.
York Minster: 3 commissions over 6 years · Versace: 4 seasonal refreshes over 3 yearsYour Creative
Director
Think of Eluxir as your creative director for immersive.
Not a vendor who executes your brief — a partner who helps shape it. We sit at the same table as your architects, curators, and brand directors. The technical delivery happens beneath that creative conversation.
We own the artistic vision and narrative, collaborate at the strategic level, and manage the technical execution beneath. You work with a creative partner, not a service provider.
The Instruments
Technology serves the story. We are specialists, not generalists — choosing the precise combination of tools each project requires, not offering a menu of services.
Questions
What clients ask before the first projector is powered on.
The story drives every creative decision — before technology, before visuals. We don't ask "What can projection mapping do here?" We ask "What story does this space need to tell?" Only after the narrative architecture is clear do we select the technology. This reversal — story first, technology second — separates creative direction from technical production.
An AV vendor executes technical specs — they own equipment, they deliver projections. Eluxir is a creative direction studio. We own the narrative vision, then partner with local AV specialists for hardware. We're equipment-agnostic. An AV vendor asks "Where do you want the projectors?" We ask "What should your audience feel when they walk through that door?"
Yes — projection mapping uses light, not physical contact. No drilling, no mounting on historic surfaces. However, heritage-sensitive installation requires specific knowledge: load-bearing limitations, heat management, conservation guidelines, and content that honours rather than overwhelms the architecture. At York Minster, Konark Sun Temple, and San Pietro Caveoso, we've proven this across decades.