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Ford Motor Firm’s new ‘American Icon: A Mustang Immersive Expertise’ exhibit in Los Angeles makes use of immersive expertise to have fun six many years of Mustang historical past. (Credit score: Ford Motor Firm)
Ford Motor Firm has unveiled a brand new option to expertise considered one of America’s most iconic automobiles.
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 automobiles to have fun six many years of the Mustang.
Impressed by standard immersive artwork reveals, 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 artistic and content material for world communications at Ford Motor Firm.
“It sort of grew to become this stunning experiment virtually to say, ‘Hey, can we do an immersive expertise and use a automobile as a centerpiece of the story?'” Cohen instructed 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 in regards to 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 in regards to 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 seaside and waves are hitting you. Subsequent, you are on the meeting line,” Cohen mentioned.
Impressed by standard immersive artwork reveals, 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 transferring on the freeway,” Cohen mentioned. “You are at eye stage 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 flicks “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 got automobiles on mortgage from Hollywood motion pictures,” Cohen mentioned.
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 mentioned. “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 mentioned in an Instagram publish. “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 mentioned.
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Tickets for “American Icon: A Mustang Immersive Expertise” price $35. The exhibit runs by way of February 2026.
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