MUSE Gold

2025

Mirrorverse: Intel® AI Future Experience

Entrant Company

Academy of Arts & Design, Tsinghua University

Category

Experiential & Immersive - Pop-Up Experience

Client's Name

Intel

Country / Region

China

To promote Intel® Core™ Ultra processors for AI PCs and to carry out the “Now AI Is for Everyone” strategy, Intel® China launched a year-long nationwide pop-up tour. One highlight is Mirrorverse: Intel® AI Future Experience, a public art installation created by artists Wu Qiong and Lanxi Xiao at the invitation of Intel® China. Mirrorverse lets millions of people meet their “future AI selves” in a real-time exhibition experience. It takes them on a journey through an interactive AI universe. It turns Intel®’s strength in AI hardware into an immersive brand experience that people can touch, share, and remember.
Mirrorverse is built with two main screens: a human-sized “mirror” screen and a giant “universe” screen. Together they form a futuristic interactive space. As visitors step close to the “mirror,” the screen lights up. A future self appears with the same face as the visitor but a body of glass, metal, and mechanical textures. The vision feels both real and surreal. Next, the vast “universe” screen shows an AI world of countless future selves, as if a scene from science fiction had come to life. In this sci-fi scene, people are no longer just observers. They can chat with their future selves in natural language, trigger branching storylines, and enjoy playful, game-like interactions. All of these extraordinary AI future experiences are driven by the computing strength of Intel® Core™ Ultra processors.
In 2024, Mirrorverse was shown in ten landmark venues across three global cities in China: Beijing, Shanghai, and Chengdu. Key sites included the China National Indoor Stadium, a 2008 Olympic venue, and the Shanghai Bund, a global icon of the city. The pop-up exhibitions were hosted by Intel® together with its AI PC partners, including HP and Lenovo. Millions of people experienced Mirrorverse, including the President of the China Association for Science and Technology and representatives from the French Embassy in China. These achievements made Mirrorverse more than just an installation. It became a statement of Intel®’s leadership in AI and a vision of how AI is empowering industries and reshaping the way humans and technology interact.

Credits

Wu Qiong
Lanxi Xiao
More Gold Winners
Marketing & Promotional
2025
MUSE Advertising Awards - MLA Media Kit
Medical Library Association

Entrant Company

MCI USA

Category

Marketing & Promotional - Media Kit / Sales Kit / Folder

Country / Region

United States

Integrated Marketing
2025
MUSE Advertising Awards - Accelerate [Sustainability] Opportunity
Embraer Commercial Aviation

Entrant Company

Gravity Global

Category

Integrated Marketing - Promotional

Country / Region

United Kingdom

Video
2025
MUSE Advertising Awards - KADER
Ministry of Culture - Film Commission

Entrant Company

Jether Prodution

Category

Video - Educational

Country / Region

Saudi Arabia

Mobile App
2025
MUSE Advertising Awards - FocusFlow Pro — 多动症友好足球游戏插件

Entrant Company

网易

Category

Mobile App - Diversity & Inclusion

Country / Region

China