Architect of Xperience

My work lives at the intersection of design, storytelling and technology, creating digital environments and spatial narratives that connect the physical and virtual worlds in meaningful ways.

My journey began in architecture and urbanism, with specialization in architectural design and neuroarchitecture. These fields gave me a deep understanding of spatial perception and how environments influence emotions and behaviors.

Over time, I felt the need to expand beyond traditional architectural boundaries and started exploring technology as a new creative territory. Programming and immersive technologies (XR) became the natural bridge between my spatial background and the digital world.

Along this path, generative AI became part of my creative process, helping me prototype visual concepts, atmospheres and spatial narratives with clarity and agility. I use AI as a support tool for visual direction and concept development across architecture, brand and immersive projects.

Today, I design immersive and visually driven experiences that merge spatial thinking, XR and AI into environments meant to be felt, explored and remembered.

— Lara E. Negreiros