The heart wants what it wants; or else it does not care.

Accor hotels wanted to create a biometrically driven experience that told the story of their vast selection of properties while connecting users to them.

Let’s sidestep the process of rational decision making and the paradox of choice. Let’s find a way to filter out the noise of “aspirational” media that bludgeons us with pretty influencer images, telling us what we should want for ourselves. Let’s get to the heart, and see if our body can tell us the truth of what we desire.

Mill X created an interactive art installation and online experience that fed stimuli and simultaneously measured behavioral response and biomarkers across aesthetics, locations, social desire, activity levels, and personality. These measurements were cross-referenced against Accor property variables to automatically supply a “best fit” location for what the heart desires.

In addition to location suggestion, users were gifted with a generated psychographic artwork as beautiful and unique as a fingerprint, that broke down their affinities and personalities.

EEG engagement matrix
Galvanic Skin Response
Heartrate & Body Temperature
Generative Psychographic Artwork

Interactive Art Experience
Online Experience
Anthem Film

Concept, Direction, Creative Coding, Filmmaking, Spatial Design, UI/UX