Sugar Creative

What a week! ⛳️

Sugar Creative has just wrapped one of the most exciting deployments we've ever been part of - the PGA Championship at Aronimink Golf Club, Philadelphia.

Working with T-Mobile for Business and in partnership with Sam Immersive, we built the Smart Operations Command Center - a real-time data visualisation platform built on a photogrammetric digital twin of Aronimink Golf Club (by Mesh Overlay Design), giving the championship operations team live awareness across the entire venue.

Crowd flow, ingress, F&B, safety — all visible, all live, all in one place. At one of the biggest events in golf.

We couldn't be prouder of what we've pulled off, and we're excited about where this goes next.

🇬🇧 Oh, and congratulations to Aaron Rai on lifting the Wanamaker Trophy — the first British winner since 1919. What a week to be there!

We've been waiting to share this with you all for quite some time...
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Ubisoft and Sugar Creative announce Echoes of Revolution, two large-scale immersive XR experiences in New York City and Boston to coincide with America’s 250th anniversary.

Video game publisher Ubisoft and UK-based creative technology studio Sugar Creative have announced a landmark collaboration to develop two city-scale geo-located extended reality (XR) experiences for mobile devices set in the Assassin’s Creed® universe.

This experience launches alongside America’s 250th Anniversary in 2026 and offers an immersive look into the key moments of the nation’s founding.

Further details will be announced in 2026.

Read the full press release at www.sugar.agency/news/ubisoft-and-sugar-creative-announce-echoes-of-revolution-two-us-city-scale-immersive-xr-experiences
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A big thank you to all our partners and collaborators on this project that helped make this spectacular project become a reality! T-Mobile, Niantic Spatial, Revolutionary Spaces, Media Cymru, Creative Wales / Cymru Greadigol and of course the incredible team at Ubisoft.

We'll be revealing more details through 2026...

We’re excited to share that Managing Director Jason Veal and Creative Director Will Humphrey are joining an amazing panel alongside Meghan Gardner and Anna Slafer at IAAPA Expo in Orlando, USA next month.

📍 Reimagining How Museums and Science Centers Engage Global Audiences
🗓️ 17 November | S320CD

The conversation will touch on projects like our collaborations with Ubisoft on Discovery Tour App: Medieval Baghdad and 878AD; examples of how immersive storytelling can make culture and history feel alive for audiences everywhere and expand beyond their physical walls.

For us, panels like this are about more than showcasing projects. They’re a chance to swap ideas, share lessons learned, and ask bigger questions about where cultural engagement is headed next...

We’d love to see you there.

Sugar Creative was proud to lead development on Discovery Tour App: Medieval Baghdad, shaping the user experience, narrative structure, and technical delivery, all from our Cardiff studio in the UK.

And we couldn’t have done it without Creative Wales.

"With the targeted support of Creative Wales and the Welsh Government, we’ve been able to realise a truly international partnership - one that brings immersive cultural storytelling to a global audience through the Discovery Tour: Medieval Baghdad app."
Jason Veal, Managing Director of Sugar Creative

Their targeted support enabled our team to collaborate at a global level, helping us translate Ubisoft’s rich historical world into a mobile experience.

It’s a model that works: Welsh creativity, trusted partnerships, and international impact.

Thank you to Creative Wales for continuing to invest in innovation, culture, and meaningful digital storytelling.

👉 Discovery Tour App: Medieval Baghdad is now live and free on iOS and Android. https://apps.apple.com/us/app/medieval-baghdad/id6748353361
https://play.google.com/store/apps/details?id=com.ubisoft.medievalbaghdad

Learn more about the collaboration at:
👉 www.sugar.agency