Alumni Stories

Edmund Liang: Creating Immersive Experiences in Video Game Design

BS 13 Entertainment Design

Edmund Liang (BS 13) is a multidisciplinary artist specializing in transmedia narratives and multi-sensory spatial experiences. Last fall, Liang was named one of Complex Art+Design’s 25 People Shaping the Future of Design and his portfolio of projects—video games, interactive media, film and animation, motion graphics, photography—is as eclectic as his client list, which includes the Famous Group, Jim Henson Company, Dreamworks, Psyop, Imaginary Forces and

A self-described “provocateur,” Liang was once an “art kid” who had no idea that there was a world of design. “I didn’t know that the keyboard in front of me was designed,” he recalled. “I didn’t know that the video games I was playing had people behind them.”

When it came time to consider colleges, Liang was first attracted to ArtCenter’s Illustration program and touring the campus prior to enrolling, he said, “I got the impression that it was a very rigorous and serious school. That’s what I wanted.”

Entertainment design is more than you think it is. It is whatever you want it to be. There are design opportunities all around you.

Edmund LiangEntertainment Design Alumni

ArtCenter turned out to be a “gold mine,” said Liang, who transferred to Entertainment Design in his third term. Acting on his conviction that he would “learn exponentially more if I pursued things that I also really liked,” Liang jumped into graphics and motion graphics classes, product design, environmental design, interactive and fashion photography. “Entertainment design is more than you think it is,” Liang said. “It is whatever you want it to be. There are design opportunities all around you,” he added, noting that many of his projects spring from the question, “What if?”

“What if the airlines didn’t have to be the way they are? This chair that I’m sitting on, this table in front of me, this meal that I’m getting,” said Liang, who was preparing dinner for friends as he spoke by phone, “Can things be better? Can video games be turned in a way where certain audiences can be more involved? Can a place blur the boundaries between audience and performers, and how?”

The next step, Liang observed, “is just to do it,” a message that he internalized during his undergraduate studies and honors term, he said. “My lesson at ArtCenter was: You have these ideas and you have these skill sets. So just do it.”

Liang describes his multidisciplinary, multiplatform work in terms of immersive experiences. “We create a brand as a logo, then we take that into the business card, which is a physical object. Then we take that into the web, which is a digital network that everybody can access, so it’s a completely different platform. Maybe it could be a game, so it’s a different type of interaction. But then it can also be a spatial installation, or an architectural space. It’s taking forms in all these different ways: from a business card, to a poster, to a mailing envelope, to a website, an iPad app, an installation, a space.”

Liang is intrigued, too, by design possibilities inherent in architectural firms “that are a little bit more daring,” in theatrical enterprises like Cirque de Soleil, “where they create a new show for a certain type of impact or exhibition design;” and in his comprehensive, speculative “fantasy projects” that come from Liang’s own “experiences in the world, the problems that I see and my wishes.”

One of these, “FabAir,” is a concept airline that challenges “what a commercial flight could be,” Liang said, inspired by “a horrible 30 hour flight from here to D.C., where I was stuck in Dallas for a long, long time.” He reconceived the interiors of a Boeing 787, an airline gateway and an airport terminal, using orthographic drawings and 3D models and writing an 80-page discussion about the concept, “to provoke the question of, are airlines the best they can be? And of course the answer is no,” he said.

The result, according to Liang: “It’s pretty much an airline for extroverts. It’s just, how can we enjoy our time on the plane and take advantage of passenger diversity? We’re stuck in a tube in the sky with all these wonderful people, why not engage with them?”

One of Liang’s professors at ArtCenter gave him a quote (attributed to Wayne W. Dyer) that he lives by: “‘If you change the way you look at things, the things you look at will change.’ I would say that is one of the longest running quotes in my head and it has kept me doing the things that I do every day.”

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