What can the brick-and-mortar retail industry learn from the way video games create immersive, interactive experiences?
Cuhaci Peterson, a multidisciplinary architecture and engineering firm headquartered in Maitland, Florida, set out to answer that question and, in the process, built something entirely new.
Architecture is one of the world’s oldest design disciplines, while video game development dates back only to the mid-20th century. Yet despite its relative youth, the gaming industry has become a multibillion-dollar engine of innovation, pushing the boundaries of real-time visualization, interaction and storytelling. Those same principles are now reshaping how the built environment can be imagined, experienced and communicated.
For Juan Gimeno, Senior Vice President of Design and Digital Practice, the challenge was straightforward but far-reaching: how could clients experience a project’s three-dimensional world alongside trained architects and designers? Searching beyond traditional architectural workflows, Juan presented his idea at the University of Central Florida, where he met two recent graduates from the Florida Interactive Entertainment Academy (FIEA).
That conversation quickly moved from curiosity to possibility. What began as an unconventional recruiting encounter became the foundation for a new team at Cuhaci Peterson known as the Immersive Experience Team, or Team IMMEX. The team brings together Level Designer Jenna Stellmack and Lighting Artist Jason Gao, both trained in game development, to apply game-engine thinking to architectural design.
Reflecting on his graduate experience, Jason sees the crossover as a natural one: “One thing that’s cool about our program is that we learned the skills for a multitude of different fields. Having these skill sets you can go pretty much anywhere that has some sort of 3D or visualization aspect.” Game development, he explains, teaches adaptable skills that extend well beyond entertainment. With a foundation in 3D visualization, problem-solving and emerging technology, those skills translate seamlessly to any industry that relies on spatial understanding and digital storytelling.
“One thing that’s cool about our program is that we learned the skills for a multitude of different fields. Having these skill sets you can go pretty much anywhere that has some sort of 3D or visualization aspect.”
-Jason Gao
Media Contact
Kraig Koelsch
Manager, Marketing and Communications
407-661-9100
kraig.koelsch@c-p.com
Cuhaci Peterson Maitland (HQ)
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That versatility is supported by a broader ecosystem built for innovation. Located in downtown Orlando’s Creative Village near Electronic Arts, FIEA is consistently ranked as the nation’s top graduate game development program. Beyond the downtown campus, the area adjacent to UCF’s main campus includes Central Florida Research Park, a long-established hub for modeling and simulation that reinforces the region’s reputation as a center for digital experimentation and applied technology.
For Juan, immersive technology has become an essential communication tool that helps bridge the gap between concept and comprehension. Commercial real estate developers may understand blocks and shapes, he notes, but often struggle to imagine how a space will feel as vertical design takes shape. VR helps resolve that uncertainty by allowing teams and clients to move more confidently through the design process.
What sets IMMEX apart is its emphasis on interaction rather than visualization alone. As Jenna explains, VR in architecture is often limited to static walkthroughs. IMMEX goes further by enabling real-time changes, allowing clients to adjust the time of day, materials and finishes, and immediately see how those decisions affect a space.
Jason sees game engine thinking as especially valuable when clients need to understand scale. Unreal Engine, he explains, allows teams to create highly responsive environments where users do not just see a building but truly experience it: “One thing that’s cool about Unreal Engine is as a game engine, you can pretty much code whatever you want to do whatever you want.” Being immersed in VR makes size, proportion and presence tangible in a way that traditional drawings and renderings cannot.
“Something that I really love about level design and architecture is that you’re not just designing a place, you’re designing the experience of that place.”
-Jenna Stellmack
Jenna Stellmack describes the overlap between game design and architecture as the art of shaping experience: “Something that I really love about level design and architecture is that you’re not just designing a place, you’re designing the experience of that place.” The goal is to create environments that feel alive and invite people to return. In projects like Lake Nona West Retail, that means spaces designed for community use, from farmers markets to activity plazas, so that each visit offers something new.
When asked if they ever thought they would be working at an architecture firm the UCF graduates expressed excitement about their unexpected career path. Having briefly studied architecture as an undergraduate, Jenna values the opportunity to collaborate across disciplines and see ideas materialize beyond the screen: “It’s really fascinating to me to be able to work with so many different disciplines. And something that I think that you get working here as opposed to in a game studio that is really, really cool to me is that we get to see the things that we’re working on actually come to life in the real world.”
Jason Gao frames the opportunity in similarly practical terms for creatives from nontraditional backgrounds: “If you have the motivation to learn new tools, learn new programs, but also integrate an artistic eye and creation, I think that is something that can definitely be an open avenue for anyone as long as you’re willing to learn these new things.”
At its core, IMMEX is about more than immersive technology: “We aren’t creating entertainment, but we are creating something that is going to directly affect the real world,” Jenna added. Rather than building entertainment, the team is designing environments that people can visit, experience and engage with, creating spaces that support communities and make a lasting impact. She continued: “It’s going to be something that you can go out in real life and get in your car and go see. And for the communities we are building these spaces in, hopefully, it’s going to be something that really changes their lives for the better. Hopefully, this is going to create new business opportunities, create new places where people can go and shop, play and experience the community.”
About Cuhaci Peterson®
Cuhaci Peterson is a nationally recognized architecture, engineering and planning firm specializing in end-to-end commercial design solutions. Headquartered in Central Florida, the firm has representatives throughout the United States and is licensed in all 50 states. Cuhaci Peterson’s mission of transforming ideas into value is enhanced by a staff of experts who collaborate with clients to translate visions into designs that elevate brands.