As heritage institutions worldwide look to reinvigorate attendance and diversify revenue streams, the AURA series of permanent, site-specific multimedia experiences has established itself as a proven solution for renewing public engagement with historic sites. Developed over nine years by leading global entertainment studio Moment Factory, the series orchestrates lighting, music, and projection mapping to reveal the architectural wonders and layered histories of heritage sites, so far including four marquee locations: Montreal’s Notre-Dame Basilica, Paris’s Dôme des Invalides, San Francisco’s Grace Cathedral, and Quebec City’s Saint-Roch Church.

Collectively, these projects have earned international acclaim, including a THEA Award for Outstanding Achievement, multiple PRIX NUMIX awards, and, most recently, recognition as the winner of the Communication Arts Interactive Competition.

These immersive experiences breathe new life into heritage sites after dark, transforming their indoor spaces by illuminating centuries of tradition, artistry, and craftsmanship in new and unexpected ways. With precise, pixel-by-pixel projection mapping, AURA experiences accentuate architectural details that often go overlooked — or can be difficult to discern — in daylight, such as the curvature of vaulted ceilings or the texture of stone columns. Together with an accompanying original orchestral score that flows through the site in sync with the visuals, audiences are drawn into an emotional expression of a site’s genius loci — spirit of place where the architecture becomes an integral part of the narrative, evolving as a character within the show itself.

Unlike temporary light shows, AURA experiences are designed in close collaboration with each site and its stewards to meet rigorous conservation standards with an eye to longevity. Technical equipment is thoughtfully, almost imperceptibly, integrated, 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 lets technology recede into the background so that visitors can be fully absorbed in its breathtaking beauty.

"AURA is a revelation and a sharing of a common heritage, with the widest audience possible,” explains Father Julien Guillot, Parish Priest of the Limoilou Parishes. “AURA is an addition to our offering to ensure the permanence of the St-Roch Church and preserve it for the long term.”

A basilica, a dome, a cathedral, a church: the rise of AURA
Launched in 2017 at Montreal’s Notre-Dame Basilica, as part of the city’s 375th anniversary celebrations, AURA has since grown into a signature and scalable Moment Factory offering, catalyzing the rediscovery of heritage sites worldwide. Its inaugural edition, in the studio’s hometown, was the first of its kind to show that an immersive experience can not only comfortably coexist with the spiritual function of an active place of worship, but also complement its mission by amplifying its power to inspire awe and devotion in audiences of all ages.

Each installment of AURA grows out of the distinct character of its host site, but relies on a fine-tuned creative and technical framework that adapts to diverse architectural and conservation contexts.

For its second edition in 2023, that framework was applied to one of France’s most emblematic monuments: the 3,500 m² gilded dome at UNESCO-listed Hôtel des Invalides, as well as its six chapels. Developed in close collaboration with Musée de l’Armée curators and the Direction régionale des affaires culturelles, AURA Invalides uses immersive multimedia storytelling to evoke the monument’s construction, place in French history, and enduring inspirational power. Doing so in a space of such epic proportions, where sound can reverberate for up to 10 seconds, required meticulous calibration of visuals and acoustics — a testament to Moment Factory’s ability to execute its approach under strict conditions and at a monumental scale. The Dôme des Invalides remains one of the most ambitious projection canvases the studio has had the privilege to work on to date.

In 2025, two new AURA experiences joined the series, reflecting the format’s growing popularity and increased agility. At Grace Cathedral, site-specific storytelling reflecting the city’s ethos of openness and environmental consciousness unfolds within the vertical expanse of its Neo-Gothic concrete architecture, placing the natural world in dialogue with the space’s spiritual identity.

The other 2025 debut, AURA Église Saint-Roch in Quebec City, weaves symbolism inspired by the surrounding landscape, while paying tribute to the neighborhood’s evolving cultural fabric.

These new editions also marks the introduction of two series firsts: a voice-over and a companion web application offering real-time translation and supplementary historical context that extends the experience beyond the visit.

A massive technical feat, guided by a philosophy of conservation 

Executing each AURA experience begins with an extensive 3D scanning process, using drone photogrammetry to create a precise digital model of the site. The model allows for projection mapping that’s configured to the space’s exact dimensions, so that visuals can seamlessly align to sharpen — rather than distract from — the audience’s experience of it. Equal care and specificity is needed to define the unique acoustic profile of each space, so that a musical score can be tailored to it.

“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.”

To support these long-term installations, Moment Factory relies on a proprietary software platform, X-Agora, which synchronizes media, lighting, and sound across complex spatial environments.

An ongoing commitment to cultural and economic sustainability

Since its inception, AURA has delivered tangible cultural and economic returns, welcoming over 2.2 million visitors and generating millions in revenue globally by activating sites during hours when they would typically be closed. A portion of these proceeds is dedicated to the maintenance and restoration of participating landmarks, reinforcing the series’ role in long-term preservation.

AURA experiences have also emerged as powerful drivers of regional tourism. In Montreal, for example, 57% of attendees came from out of town, helping boost economic activity in the surrounding community. Outcomes like these suggest that AURA experiences function not merely as a nighttime entertainment offering, but also an economic asset for urban centers and an active participant in contemporary city life.

The AURA series is just one part of Moment Factory’s broader portfolio of large-scale public installations at landmarks and other sites of cultural and historical significance worldwide. Over the past 25 years, the studio has also brought its creative vision, innovative technology, and deep reverence for history, heritage, and culture to sites including Reims Cathedral, Sagrada Família, and the Kyoto Botanical Gardens, among others.

As institutions explore new approaches to safeguarding heritage for future generations, AURA demonstrates how immersive multimedia experiences offer one path — supporting preservation efforts, increasing visibility, and resonating with new audiences. AURA shows that heritage sites are living destinations that can continue to evolve in the present and shape communities around them into the future.