Four cultural landmarks in the U.S., Canada, and France are attracting millions of visitors through immersive nighttime experiences that showcase their architectural wonders and layered histories.

Over the past nine years, the AURA series by Moment Factory has established permanent, site-specific multimedia experiences that have proven effective in renewing public engagement with heritage sites. So far, San Francisco’s Grace Cathedral, Montreal’s Notre-Dame Basilica, Paris’s Dôme des Invalides, and Quebec City’s Saint-Roch Church have been transformed into immersive destinations.

The indoor spaces of these locations are illuminated after dark in new and unexpected ways, revealing centuries of tradition, artistry, and craftsmanship. Precise, pixel-by-pixel projection mapping allows AURA experiences to accentuate architectural details that can be difficult to discern in daylight.

Precise mapping

The transformation process begins with extensive 3D scanning, using drone photogrammetry to create a precise digital model of the site, according to a media release. Mapping the space’s exact dimensions sharpens the audience’s immersive experience.

An accompanying original orchestral score flows through the site in sync with the visuals, adding another immersive layer to the audience’s experience. At Grace Cathedral in San Francisco, which became part of the AURA series last year, visitors also have access to a voiceover and a companion web application offering real-time translation and supplementary historical context.

Moment Factory uses its proprietary software platform, X-Agora, to synchronize media, lighting, and sound across complex spatial environments.

AURA projects have earned international acclaim, including a THEA Award for Outstanding Achievement, multiple PRIX NUMIX awards, and a Communication Arts Interactive Competition win.

Guided by conservation

“Heritage architecture demands precision, care, respect, and the capacity to adapt to unique preservation frameworks,” says Patricia Ruel, creative director of AURA at Moment Factory. “Each site becomes our starting point and greatest source of inspiration, with its rich architecture, history, culture, and community guiding every creative decision, allowing new and returning visitors to rediscover it, while preserving its integrity and original purpose.”

The technical equipment is thoughtfully integrated into the architecture, often concealed in housing finished to match the venue’s existing materials and structural elements. The result is a permanent installation that not only respects the integrity of the site but also lets technology recede into the background, allowing visitors to be fully absorbed in its breathtaking beauty.

Commitment to cultural sustainability

Since its inception in 2017, the AURA series has welcomed more than 2.2 million visitors across the four sites and generated millions in revenue. A portion of these proceeds is dedicated to the maintenance and restoration of participating landmarks.
The experiences have also emerged as a source of regional tourism. In Montreal, for example, 57 per cent of attendees to AURA sites came from out of town. This, the media release says, shows AURA experiences function as both an entertainment offering and an economic asset.