MUSE Gold

2025

Mirrorverse: Intel® AI Future Experience

Entrant Company

Academy of Arts & Design, Tsinghua University

Category

Experiential & Immersive - Immersive Brand 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
Experiential & Immersive
2025
MUSE Advertising Awards - All Taoyuan Home—2025 Baseball Theme Exhibition
Taoyuan City Culture Foundation 

Entrant Company

Art Cloud Cultural Industry Co., Ltd.

Category

Experiential & Immersive - Exhibition Experience

Country / Region

Taiwan

Event
2025
MUSE Advertising Awards - Milken Institute Global Conference

Entrant Company

Vision Matrix Productions

Category

Event - Conference / Convention

Country / Region

United States

Outdoor Advertising
2025
MUSE Advertising Awards - beMarketing - Gwynedd Mercy Billboard
Gwynedd Mercy Academy High School

Entrant Company

beMarketing

Category

Outdoor Advertising - Billboard

Country / Region

United States

Event
2025
MUSE Advertising Awards - Hika Rakuyo at Vivid Sydney 2024

Entrant Company

Kvant Show Production

Category

Event - Art

Country / Region

Slovakia