From Event to Experience

Catherine Turp is Senior Director of Creation at Moment Factory, the international multimedia entertainment studio behind large-scale experiences, public installations and live productions around the world. Working at the intersection of art, technology and design, she leads multidisciplinary teams in creating immersive environments that use technology not as an end in itself, but as a tool for emotion, connection and collective experience.

Francesco Dobrovich is a creative director, curator and cultural strategist working at the intersection of art, cities and immersive culture. As Head of Art & Curation at Lux Entertainment, he is closely involved in the development of Balloon Museum, the international experiential art format that places audiences at the centre of monumental, interactive installations. Over the past fifteen years, he has founded and developed cultural platforms including Outdoor Festival, Videocittà and Balloon Museum, exploring how contemporary art can move beyond traditional exhibition spaces and become a large-scale, accessible and shared experience.

Raffi Lehrer is the founder of Public Art Company, a Los Angeles studio curating, art directing and producing large-scale public art. For the past decade, he has led the curatorial side of the Coachella Art Program, commissioning monumental works by artists including Francis Kéré, Edoardo Tresoldi, Sabine Marcelis and Phillip K Smith III for audiences of over 125,000 people per weekend. His work explores how large-scale art can transform festivals and public spaces into memorable experiences, with several Coachella commissions later becoming permanent artworks across the Coachella Valley.