Ford Motor Company’s new exhibit “American Icon: A Mustang Immersive Experience” in Los Angeles uses immersive technology to celebrate six decades of Mustang history. (Credit: Ford Motor Company)
Ford Motor Company has unveiled a new way to experience one of America’s most iconic cars.
The automaker on Saturday opened “American Icon: A Mustang Immersive Experience,” a temporary installation in Los Angeles featuring visual effects and Hollywood vehicles to celebrate six decades of the Mustang.
Inspired by popular immersive art exhibitions, the experience takes visitors on a sensory journey through the history and cultural impact of the Mustang, said Ian Cohen, chief creative and content officer for global communications at Ford Motor Company.
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Located at Ace Mission Studios in Los Angeles, the exhibit begins in a recreation of a garage, where a video about the Mustang’s origins is shown. (Ford Motor Company)
Located at Ace Mission Studios in Los Angeles, the exhibit begins in a recreation of a garage, where a video about the Mustang’s origins is shown.
A garage door then opens to reveal a vintage blue Mustang, Cohen said.
From there, the room transforms into a full-scale visual experience.
“One minute you’re like being on the beach and the waves are hitting you. The next minute you’re on an assembly line,” Cohen said.
Inspired by popular immersive art exhibitions, the experience takes visitors on a sensory journey through the history and cultural impact of the Mustang. (Ford Motor Company)
In another room, visitors encounter a Mustang Dark Horse surrounded by a driving simulation along California highways.
“We had to add seats because people were getting so nauseous during testing…because it felt like they were in a car driving down the highway,” Cohen said. “You’re at eye level with the car on the turntable and you’re driving on the roads of California.”
The experience also features Hollywood Mustangs, including those from the films “Gone in 60 Seconds” and “Transformers” and “The Mary Tyler Moore Show.”
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The experience concludes with a ride narrated by actor Anthony Mackie, Marvel’s Captain America, that stimulates all the senses. (Ford Motor Company)
“We partnered with the Peterson Museum and we borrowed cars from Hollywood movies,” Cohen said.
The experience concludes with a sensory ride narrated by Marvel star Anthony Mackie.
“The seats shake, rattle, roll and you smell gas, snow and rubber,” Cohen said. “You hit a puddle – water hits you.”
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Tickets for “American Icon: A Mustang Immersive Experience” are $35. (Ford Motor Company)
“I’ve been a Mustang fan since I was a kid, so I’m excited to be a part of ‘American Icon,’” Mackie said in an Instagram post. “From a daring origin story, to the iconic movie Mustangs, to a heart-pounding 4D thrill ride, you’ve never experienced America’s most popular sports car like this!”
Some of the initial reactions to the exhibition were emotional, Cohen added.
“Almost everyone has a Mustang story,” he said.
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Tickets for “American Icon: A Mustang Immersive Experience” are $35. The exhibit runs through February 2026.
