art · culture · technology · immersive environments
Luis Cardel
Creative Director | Museum & Digital Experience Consultant
International Creative Director with 15+ years leading museum design, immersive environments, digital installations and large-scale cultural destinations across Saudi Arabia, Europe and Mexico — integrating art, technology and cultural storytelling into transformative visitor experiences.
Mexican · Spanish & English · luis@phygital.works · phygital.works
01 — highlights
Gold medal
Yancuic Museum — International Biennale
Contributed to the award-winning Yancuic Museum, Mexico City, recognized at an international architecture biennale.
2M+ visitors
Museum & cultural impact
Cumulative audience across Veracruz Aquarium, Yancuic Museum and MUNBA.
10M+ projected
Saudi Arabia — QSAS / PIF
Creative direction for immersive environments, museums and cultural destinations for PIF-backed projects.
$10M+ usd
International project leadership
Multidisciplinary programmes and parallel budgets exceeding USD 10 million.
15+ years
Creative leadership
Museum design, digital art, immersive technology and cultural storytelling.
5M+ views
Global media reach
Films shown at Cannes, Amsterdam, Paris and Berlin.
02 — expertise
- Museum & Cultural Experience Design
- Digital Art & Immersive Installations
- Creative Direction & Strategic Advisory
- Cultural Storytelling & Interpretation
- Interactive Media & Emerging Technologies
- Large-Scale Cultural Destinations
- Team Leadership — 30–60+
- International Programme Management
03 — experience
Creative Director — QSAS (PIF)
Saudi Arabia · 2025–2026
Led creative direction for high-profile PIF-backed immersive experiences, museums and cultural destinations with combined projected audiences over 10 million.
Founder & Creative Director — Phygital
International · 2025–Present
Museum and cultural experience consulting, digital art, immersive installations and spatial storytelling.
Creative Director — Cocay Studio
Mexico City · 2023–2025
Museum and immersive exhibitions with budgets over USD 5M; 95% client approval; teams of up to 35.
clients
PIF · Al Hilal · Riyadh Municipality · Saudi Aramco · Netflix · Pantene · Mexico City Government · Hans Mayer Galerie · Cocay · Karma Verde Fresh
shown in
Saudi Arabia · Berlin · Paris · Munich · Mexico City · Tulum · Cannes