Naive Laser & Virtulabs

Immersive experiences

Interactive media environments require a multidisciplinary team of thinkers, designers, and makers. We often experience a fluidity in our workflow that enables us to work as a highly complex entity. The border between Art and Technology is diffusing as “Hybrid Art” emerges, and a new set of talents consisting of high creative and technical skills is beginning to rise. Living and working beyond the borders and collaborating with teams in different cultural and geographical locations can make you and your medium mature to have influence and impact on a global scale like never before. During their speech “Hybrid Art and the Digital Nomad Culture”, Sorob Louie and Ana Herruzo will go over projects which have come to life with the collaboration of people from different cultures and places.


Conference Room







NaiveLaser is an art and technology collective focusing on large scale architectural and multi-media installation. They create experiences that foster human interaction and bring a sense of wonder to indoor, outdoor, and virtual spaces. 


VirtuLabs is made up of a passionate team of digital crafters and creative thinkers in augmented reality, virtual reality and interactive applications. It is dedicated to creating the highest quality visual experience software and innovative technology to offer an engaging and astonishing vision of what is possible.

Ana Herruzo

Sorob Louie

Ana Herruzo is an Architect, Designer and Programmer working at the intersection of art, technology and architecture. Her focus is on the combination of lighting, audio and video with the physical environment, materials and human interaction. Synthesizing disciplines, she creates spatial experiences for such wide-ranging applications as art installations, live music events, film, robotics, and architecture. Ana’s is the Co-Founder of art collective NaiveLaser, and runs her own practice Herruzo-Pierce Creative Studio, based in Los Angeles, performing Creative and Technical Direction for diverse projects.

Sorob Louie

Sorob Louie is Founder of VirtuLabs, an AR/VR and Interactive agency. His diverse background in electronics and interactive programming, fused with a strong interest in emerging technologies, guides his passion for creating experiences that explore the possibilities of communication. Through 3D design and animation, prototyping, research, and programming, his work as an interactive developer supports multiple aspects of the development process.