Episode 171 - Immersive Historical Experiences with Will Humphrey
I’m back from my trip to Florence, and I’m still covered in history.
It’s impossible to go to Florence and not be—unless, of course, you’re a study‑abroad college student whose entire knowledge of Rafael, Donatello, Michelangelo, and Leonardo comes from Teenage Mutant Ninja Turtles. Technically correct… but missing quite a bit.
Walking through Florence, it’s wild how casually you encounter works of art from the 1300s. It’s easy to say, “Florence is the birthplace of the Renaissance,” but seeing it in person leaves a very different impression. Standing in front of a Giotto, a Botticelli, or a Caravaggio makes history feel immediate. Sitting in a piazza and imagining centuries of footsteps before your own has a way of putting one life into perspective.
Speaking of perspective—nothing quite prepares you for standing in front of David.
He looms over the crowd, perfectly proportioned yet operating on an entirely different scale. Photos don’t quite capture the feeling of being there, looking up, and realizing just how monumental that work really is.
It wasn’t just the past that impressed me—it was the present, too.
Street artists displaying beautiful works in front of historic masterpieces, while beautifully dressed people drifted by. Beauty layered on top of beauty. While there, I also had the chance to take in a Mark Rothko exhibit, which felt especially fitting. Rothko was deeply influenced by Renaissance art and visited Florence many times during his career.
So much art. So many museums. So many ways to tell the story of history.
That’s what made it such good timing to welcome Will Humphrey of the agency Sugar Creative to Experience by Design.
Will began his career as a fine artist, exhibiting his work like any artist would. His education spans Graphic Design and Communication, as well as Molecular Genetics—a combination that says a lot about how he thinks. Today, he’s the Director of Creative and Innovation at Sugar, where his team blends augmented reality, virtual reality, storytelling, and history to bring the past into the present.
In this episode, we talk about Sugar’s work on an American Revolution project that allows people to experience pivotal historical moments through interactive storytelling.
Will also shares the influence of his grandfather, who developed anti‑aircraft balloons during the Battle of Britain, and how that personal connection shaped his interest in history and innovation.
We bond over video games—especially those that teach history well—like Assassin’s Creed Valhalla. Will talks about Sugar’s collaboration with Ubisoft, combining gaming and history to create deeply immersive learning experiences.
We also dig into geolocated experiences, discussing why immersing yourself in a place—physically and historically—matters. Will offers insights into how changes in physical space, like Boston’s landfill projects, alter our understanding of history and why designers need to account for the nature of a space when creating experiences.
We cover a lot in this conversation—about as much ground as I covered walking through Florence and its many museums.
Learn more:
Will Humphrey on LinkedIn: https://www.linkedin.com/in/willhumphreyuk/
Sugar Creative: https://www.sugar.agency/
