Amazon’s Alexa+ Unveil

On February 26, 2025, Amazon unveiled Alexa+ - the next evolution of its voice assistant powered by generative AI - at its Devices and Services event in NYC.

The experience was designed to spark curiosity from the moment guests arrived. Light guided visitors through the space, symbolizing Alexa’s intelligence and creating a sense of warmth, sophistication, and wonder. Soft materials like suede, wood, and textured fabrics added a human touch to the tech-forward narrative.

As ACD for Spatial, I led the creative direction across the full environment—shaping the layout, designing each moment, and collaborating with graphics and production to deliver a seamless, immersive experience.