Alice Labourel
Creative Director · Immersive & spatial experiences
Former architect and ballet dancer, I direct mixed-reality, large-format screen and immersive installations for brands and cultural institutions, from first pitch to opening night.
Selected work
All projects →
Magical Vision
2022Artistic & Creative Director
La Pedrera · with Melt
A permanent mixed-reality experience inside Gaudí’s La Pedrera, guided by a paper hoopoe.
View project →Instronic
2023–2026Creative Director
Formula 1 · CaixaBank · OFFF
Large-format screens, CGI content and projection mapping for brands and cultural events, as Creative Director.
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Symphony
2020Concept artist
“la Caixa” Foundation · Glassworks
A touring VR journey inside a symphony orchestra, guided by Gustavo Dudamel.
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Audi e-tron Room
2020Concept artist
Audi · with Melt
A hyper-reality journey through time to Audi’s future, with full-body motion tracking.
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Flors de Veu
2025Art Director
3Cat × Sónar · with Melt
Visitors grow flowers by singing, in real-time augmented reality at ISE 2025.
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Deep Atlantic
2023Concept art & art direction
Dingle Oceanworld · Algorithm
A humpback whale’s journey through the Atlantic, projected all around the audience.
View project →Artistic practice · Screen performance · 2025
A Tiny Bead of Pure Life
Artist · Concept, 3D and animation
ISE 2025 × Llum BCN · Fira de Barcelona Gran Via
Invited by ISE as a guest artist, I premiered a 15-minute animated journey on the South Access Welcome Screen, as a preview of Llum BCN, Barcelona’s light arts festival. Inspired by Virginia Woolf’s essay The Death of the Moth.
My own practice is the research ground for textures, materials and moods I later bring into commissioned projects.
View project →About me
I am a French Creative Director with a background in architecture and classical ballet.
Over fifteen years, from architecture in London to 3D, art direction and creative direction in Barcelona, I have led large-format, technically complex installations from concept to delivery, including a mixed-reality experience at La Pedrera and the scenography and screen content for a Formula 1 gala.
I lead multidisciplinary teams of 3D artists, developers and producers, and work closely with clients from pitch to opening night. Based in South-West France, near San Sebastián, I work remotely and on site whenever a project needs me.
- Story firstEvery experience starts with a narrative and a feeling to leave with people.
- Pitch to opening nightOne creative lead, from the first idea to on-site delivery.
- Time, movement, emotionThe design tools I have used since The Hidden Orchestra.
- Built with teams3D artists, developers and producers working towards one vision.
What I do
Creative and art direction
Pitch and concept leadership
Scenography and spatial storytelling
Immersive and mixed-reality experiences
Experience
Creative Director, Instronic
Art Director, Glassworks
Art & Creative Director, Melt
Concept Artist, Trizz
Architect, aLL Design (Will Alsop)
Fashion design, Iris van Herpen
Background
Master in Architecture, École Spéciale d’Architecture, Paris (Peter Cook)
Exchange, SCI-Arc, Los Angeles
Master in 3D Animation, Universitat Pompeu Fabra
Influences
Anselm Kiefer · Lebbeus Woods · Alexander McQueen · Tim Burton · Neil Gaiman · Pina Bausch
Brands & institutions
Formula 1/Audi/CaixaBank/“la Caixa” Foundation/3Cat/La Pedrera/Iris van Herpen/OFFF
Studios
Glassworks/Melt/Instronic/Trizz/Will Alsop/Peter Cook
- Dezeen, 2013 ↗The Hidden Orchestra
- OpenSea, 2021 ↗Artist Spotlight
- designboom, 2025 ↗A Tiny Bead of Pure Life
- Panorama Audiovisual, 2025 ↗Flors de Veu
Contact
Let’s talk about your next project. Open to freelance creative direction missions, remote or on site, and permanent remote creative leadership roles.
alice@alicelabourel.com- linkedin.com/in/alicelabourel
- @alicelabourel
- Play my CV
- The House of Alice ↗
- Based
- South-West France, near San Sebastián. Working worldwide.