The CXLive! Episode 95: Kinetic Environments: Turning Motion into Emotion with Matteo Mosca

Born from a passionate presentation sharing his joy for creative technology, our latest episode features Matteo Mosca, CEO and Founder, at Leva (Impossible) Engineering. Matteo shares how crafting meaningful moments pushes their team to explore how people process the world around them; how the brain interprets movement, light, sound and space, shaping emotion and memory. He explains how each project begins by understanding what the client wants their guests to feel, remember and carry with them long after they leave. In our discussion, Matteo defines key elements to designing kinetic environments that bring guests into an ‘awake state of wonder’, capturing  their attention and fostering greater participation. He also encourages us to think of this approach as a new language that speaks to both logic and emotion. HighlightsApproach to designing memorable experiences - ‘Suspension of disbelief’Designing spaces to bring people into an ‘Awake State of Wonder’Wonder is intense presencePredictability kills wonderMovement triggers attentionEmotionally charged information is more memorable and builds stronger human connections Use technology to tell the story, speaking to both logic and emotionThe discovery phase: strategy before technology and using movement to amplify meaningBest Practices shared: ‘Stop Selling, Start Storytelling’, ‘Use Edutainment to Make Learning Stick’, and ‘Shake People Awake, Intentionally’‘Safe Ideas are Forgettable’ - Differentiate your brand from others Turning motion into emotion - see Resources to visualize ResourcesLeva Reel 2026: Motion into Emotion Leva in EBCAramco EBC (Visitor Center Kinetic Welcome Wall) Microsoft EBC (Experience Center One) Kinetic Smart Board and Kinetic LED Wall  Guest Thought LeaderMatteo Mosca, CEO and Founder, Leva (Impossible) EngineeringMatteo is a founder and media engineer working at the intersection of creative technologies, design and communication, with a focus on interactive environments that foster meaningful human connections. At Leva, Matteo leads a multidisciplinary team of engineers and creatives designing custom kinetic and immersive installations that blend mechanical movement, motion content and spatial storytelling. Their work turns physical, brand spaces into responsive, participatory environments that people can explore and connect with, not just observe.Matteo also spearheads Leva’s strategy, developing marketing and business growth initiatives, while building the structure that allows technical experimentation to become scalable, real-world solutions. With a background in computer engineering and a strong creative drive, he brings a structured, results-oriented approach to innovation, combining technical rigor with a strong understanding of customer and market needs. His goal is to help organizations leverage cutting-edge technology to connect with audiences, support growth and drive long-term competitiveness – with the type of experiences that break through the noise and reshape the way people interact with brands.