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Our R&D shows the technical and creative studies behind our work, from early prototypes and visual systems to machine learning experiments, interaction tests, and production methods. It gives space to the development process itself, showing how ideas take shape through research, iteration, and hands-on exploration.

When Agents Learn to Move

When Driving Becomes Training Data

Proximal Policy Optimisation

Question I

Question II

Question III

Question IV

Additional Tool: Track geometry

Potential continuations

A look at how learning agents can study behaviour inside a playable system, using racing as a test case for guidance, feedback, and experience design.

Building Agentic Systems for Cultural Archives

The Starting Point

The Limits of Latent Space

From Retrieval to Interpretation

A Small Editorial System

The Audit Loop

Handing the Interpretation Back

When the System Becomes the Work

Creative Developer Daan Rongen explores the agentic systems behind IBM’s GRAMMY Museum interactive table, looking at how FIELD approached content-generation tools for music-led experiences.

Autonomous Futures explores what changes when mobility, robotics, infrastructure, AI, and sensor-led environments begin to act in more connected ways. The series focuses on the experiences, behaviours, interfaces, and systems that shape how people move through increasingly intelligent physical worlds.

Autonomous Futures 

States of Motion: Inside the Autonomous Cabin

After the Cockpit

The Post-Driver Interior

From Features to Situations

States of Motion

Wellbeing Without the Wellness Mode

Context Without Overreach

A More Demanding Interior

An Experience Language for Autonomy

As vehicles become more autonomous and software-led, the cabin has to move beyond controls and features towards an experience shaped around the passenger, the journey, and the conditions of motion.

The Creative Intelligence Series is FIELD's manifesto on the merger of design, strategy, and technology into a new category. Here we share insights from building systems that think, spaces that respond, and brands that evolve—practical documentation drawn from solutions already shaping the market.

Founded in 2009, FIELD is the creative intelligence practice working with Nike, IBM, Meta, and leading luxury houses to deliver what the digital revolution promised yet never realised: transformative experiences that reshape how brands live in the world.


Creative Intelligence

When Machines Begin to See Aesthetics

From Execution to Interpretation

The Strangeness of Tools That Have Opinions

Fluency and Specificity Pulling Apart

What Maintaining Direction Actually Requires

Visual R&D

How generative systems evolve from tools of execution to partners of artistic intelligence, learning to interpret culture and propose aesthetics of their own.

A series on emerging modes of interface design—material, behavioural, and deeply human.

The way we interact with systems is changing. Interfaces are beginning to respond to where we are, what we’re doing, and how we move through tasks. This affects not only how they look, but how they behave, when they appear, how much they show, and what kind of presence they take on.

At FIELD, we’ve been exploring what this could mean for design through research, early experiments, and a growing interest in surfaces, signals, and behaviours that sit outside traditional UI thinking. This series brings together some of that work.

Future Interfaces

Designing for Togetherness

Shared Space Changes The Interface

Companion Use Brought This Into View

Social Legibility

Togetherness Goes Beyond Coordination

Shared Attention Mode

Where Interfaces Go From Here

The desire to reconnect in an age of perpetual connectivity shows up in everyday behaviour. People look for companionship, for help with coordination, and for ways to hold experience and share it. Design needs to address each of them.

The Hidden Logic of Experience 

Restraint as Capability

113 Spring: Intelligence Without Announcement

Internal Complexity, External Clarity

Trust Through Judgement

Measuring What Gets Withheld

Attention Is Not Endless

Where This Leads

How intelligence operates quietly inside systems and environments, shaping focus, rhythm, and atmosphere without pulling attention toward itself.

Our explorations open space for inquiry beyond immediate commissions.  Developed independently, the project falls within FIELD’s broader examination of technology, architecture, culture, and design—where ideas are tested, prototyped, and refined through process rather than chasing finality.

Founded in 2009, FIELD is the creative intelligence practice working with Nike, IBM, Meta, and leading luxury houses to deliver what the digital revolution promised yet never realised: transformative experiences that reshape how brands live in the world.

Explorations

Renewal Acoustic Sanctuary

Shared Restoration

The City, Reheard

The Perforated Sanctuary 

Urban Sounds Find Their Balance

The Therapeutic Revolution

Beyond Architecture

Sonic alchemy beyond noise: how acoustic architecture transforms metropolitan stress into meditative sanctuary.

The Intimate Machine

Series Introduction

From Neural to Digital Plasticity

The Plasticity Principle

When Software Starts Writing Itself

The Operating System as Organism

The Collaboration Challenge

Addendum: October 2, 2025

We accept interfaces designed for others, although our relationship with technology is our own. Soon, devices will learn to reflect that individuality.

The Listening Sky

The Empathetic Canopy

The Emotional Infrastructure

Community as Creation

The Community Catalyst

An exploration of how responsive environments can turn moments of transit into collective experience, where digital empathy becomes a new form of infrastructure.

Taste Is Now Our Scarcest Asset

Why Taste Matters in an Age of Endless Output

From Instinct to Infrastructure

Guardrails That Liberate

Humans In The Loop

Artistic Intelligence

Keeping Human Judgement at the Centre

For Innovation Leaders

How taste evolved from a personal sensibility to strategic infrastructure, preserving the one advantage machines cannot imitate.

Spaces That Listen and Speak

Why Now

What Spatial Intelligence Means

Learning in Context

Privacy and Agency

Why It Matters for Brands

The Future of Environments

When a space begins to listen and speak, it shifts from being a passive container to becoming part of the conversation.

Intelligence and Imagination Only Work Together

What Creative Intelligence Is

Anatomy of the System

Why Most Can't Build This

The Competitive Compression

Proof at Scale

A New Category in Motion

The Choice Facing Every Brand

We build the infrastructure where imagination and intelligence merge, giving brands the capacity to adapt and stay relevant in a culture moving faster than ever.

Scalable Storytelling

How can generative technology establish visual identity systems for brand storytelling?

See it, Hear it, Smell it, Taste it, Feel it.

A series of experiments that hover on the edge between dreams and reality — investigating through our senses the miraculous experience of being. 

Lego Foto

A blend of photography, imagination and play. The Lego Foto is an AI concept camera focused on creating new core memories.

Suprachromacy2

Disruptive Technology

A series of 3D visual artworks exploring iconic + disruptive products and their abstraction.

Second Nature: Hidden Layer

When human + artificial intelligence blend into an augmented self...

Spectra-1

Ultraviolet Break of Day

New Materials I

Architecture in Motion

Utilise new sources of data to create meaningful and responsive narratives.

Quasar Virtual Reality Sculptures

How to make Big Data tangible in VR?

Interim Camp

A meditation about the pursuit of an idea

C-HR Urban Abstraction

A Deep Dive into Artificial Intelligence

Spectra-2

A half digital, half natural landscape of optical phenomena.

How to lose yourself to wind?

Sketches for an interactive fashion film / installation

Create new interfaces and build bridges between the digital and physical worlds.

Muse

A flood of inspirational images, remixed into an ocean of colour

Kinetic Energy

Slowing down the world to make sense of it

Super-Sensorial

Multisensory Game Experience

Fractured Typography

Fade To White

Regenerative by Design

Making of: Think 2019 Design Process

Communion

Hundreds of generative creatures, celebrating life in a massive communion

Future Gardens

Differential Growth

Suprachromacy

Macro infrared photography of light-absorbing species

System Aesthetics

Studies of form, structure and behaviour of Artificial Intelligence algorithms

The Intelligence Field is FIELD’s evolving record 
of designing with data, systems, and emerging 
technologies — sharing notes, experiments, and 
fieldwork from the worlds we help shape.

Explorations with Art
+ New Technologies

In Conversation with IBM on AI Sports Club

How do you make enterprise technology something people can actually experience? We sat down with Matthew Calkins, Director of Brand Identity and Brand Experience at IBM, inside the AI Sports Club in Boston to discuss our collaboration and how physical experiences can make complex technology tangible, playful, and easier to understand.

Global Design Forum at London Design Festival

Senior Designer, Betty Zhiqin Lu, will join the Shared Intelligence panel at the Global Design Forum, exploring how designers can shape, question and choose when to engage with emerging technologies. Join her on 12 September at the V&A in London.

Talk at Kyoorius Designyatra

Marcus Wendt, founder and CCO and Xander Marrit ECD at FIELD to speak at Kyoorius Designyatra 2026, India’s largest annual design conference, taking place from 10–12 September at Taj Cidade de Goa Horizon.

FRAME Magazine Interview

What is AI's place in the world of luxury retail? In our latest conversation with FRAME, Marcus Wendt and Justin Crook explore what that means for luxury retail. The future of premium experiences may have less to do with adding more technology and more to do with making it almost disappear.

Talk at Digital Design Days 2026

FIELD founder Marcus Wendt spoke at Digital Design Days Milano about designing the human layer around increasingly intelligent systems, exploring how complex technologies become intuitive, spatial, and emotionally legible experiences.

IBM Think 2026

At Think 2026, we brought a selection of our work with IBM into view. It also gave us a moment to reflect on a partnership we’re proud of, one that has evolved over many years through trust, openness, and a shared interest in turning complex intelligence into something people can connect with more directly.

Panel discussion “Senses, Story, Science” at Pioneering Tomorrow

FIELD.IO was at Pioneering Tomorrow at 180 Studios, where Xander Marritt, Executive Creative Director, and Justin Crook, Creative Director, joined Senses, Story, Science, a panel exploring how sensory design, behavioural insight, systems thinking, and AI are shaping more responsive spatial experiences.

IBM AI Sports Club at The Park Named 2026 Effie Finalist

IBM AI Sports Club at The Park, our project with IBM, has been named a 2026 Effie Awards finalist in the US Experiential Marketing – Live category.

Presented in Madison Square Park during the US Open, the activation brought IBM AI Sports Club to the city as a live public experience, where game data and imagination came together in new ways, allowing fans to engage with the sport.

A lovely recognition for the work, the partnership, and everyone involved in making it happen.

The Brand Identity Interview

FIELD.IO's founder, Marcus Wendt, built a studio where strategy takes shape through making.⁠ Since 2009, that way of working has shaped how the studio moves. This interview touches on that trajectory — how ideas take form, where timing breaks or accelerates them, and how certain approaches only reveal their value once the world catches up.

Fast Company’s Most Innovative Companies 2026

FIELD was named one of Fast Company’s Most Innovative Companies of 2026. A recognition of the work we've been building this past year — translating complex systems into experiences people can see, use, and engage with.

Lecture at Goldsmiths University

Our Executive Creative Director, Xander Marrit, recently delivered a guest lecture at Goldsmiths, University of London, as part of the Applied UX Topics & Guest Lectures module within the MSc User Experience Engineering programme. Titled “Designing for What Comes Next: The Future of Interface,” the session explored how interface design is evolving in response to ambient computing, adaptive systems, and emerging forms of intelligence.

GHARAGE Airport Futures Report

As part of GHARAGE’s Airport Futures: Responsive Retail research, our Creative Director, Justin Crook, shares our perspective on how responsive, AI-driven systems could shape the next chapter of airport retail.

Rave LATE: FUTURES

Our Creative Director Mike Hughes and Senior Designer Jann Choy joined Ravensbourne University for Rave LATE: FUTURES — an evening exploring the next wave of immersive design, AI, and emerging spatial experiences.

IBM x Web Summit 2025

We spent the week with IBM at Web Summit in Lisbon, bringing three AI Sports Club experiences to the floor and drawing a few thousand people into fast races, quick matches, and a steady stream of play. 🏎️

✨ Spells Volume 2

Honoured to be part of Spells Volume 2—a new anthology gathering prompts, techniques, and process notes from artists and designers working with AI. 

Code Crafted

We’ve been featured in Code Crafted, a new design book from viction:ary exploring how generative tools are reshaping brand identity. Our submission unpacks the system behind our Festival of Architecture 2025 concept: a visual engine that turns architectural forms into adaptable, rhythm-based brand textures.

Lecture at KTH Royal Institute of Technology

Daan Rongen, Creative Developer at FIELD, spoke to KTH Royal Institute of Technology’s Interaction Design master’s cohort about ‘Stochastic UX’ — an exploration of how design evolves when systems take an active role in shaping the interaction.

IBM x US Open

Together with IBM, we brought the AI Sports Club at the US Open in NYC. 🗽 Over four days, more than 3,000 people played Calling the Shots, our AI-powered table tennis experience.

Explorations with Art + New Technologies

The Creative Intelligence Practice

In Conversation with IBM on AI Sports Club

Global Design Forum at London Design Festival

Talk at Kyoorius Designyatra

When Agents Learn to Move

FRAME Magazine Interview

Building Agentic Systems for Cultural Archives

Archive

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