Marti Romances: Innovating the Future of Design at Territory Studio SF
As the creative mind behind Territory Studio SF, Marti Romances has pioneered “forward-thinking” designs ranging from conceptual automobiles for GM to user interfaces in popular video games.
Territory Studio’s Cinematic Influence
The San Francisco branch of the London-based Territory has made significant contributions to major films like Avengers: Endgame, Ex Machina, Blade Runner 2049, The Martian, and Guardians of the Galaxy.
Additively, Territory Studio’s futuristic design work can be seen in video titles such as Forza Motorsport 6, Spider-Man: Miles Morales, Cyberpunk 2077, and Marvel’s Avengers. Their expertise extends beyond gaming as they engage with brands and events. We are thrilled to share that Romances will be a featured speaker at our upcoming GamesBeat Summit 2025 event happening May 19-20 this spring in Los Angeles.
Designing the Future
The imaginative realm forged by designers like Romances allows them to craft visual interpretations of non-existent objects that ignite creativity within others who will ultimately manifest these visions into tangible products. This cycle resonates deeply with me; it’s where science fiction influences technological advancements which later inspire new narratives within science fiction itself. A notable example is the Amazfit Verge smartwatch designed by Territory— it resembles an advanced gadget straight out of Star Trek capable of monitoring health metrics and environmental conditions.
“Brands are eager not to lag behind; we’re laying groundwork so they can have a prototype or initial product ready for consumer testing when technology becomes widely available,” stated Romances.
The Creative Genesis
This innovative work requires Romances to draw inspiration from diverse disciplines and viewpoints. His unique approach earned him recognition as one of Fast Company’s “100 Most Creative People in Business” back in 2019. Rather than prioritizing functionality alone, he champions visually compelling designs—a principle central to Territory’s philosophy.
Nine years ago, he launched the San Francisco office for Territory which subsequently expanded into Los Angeles and Vancouver facilities.
“Our primary focus was on diversifying our skills across various industries. Early on we heavily concentrated on Hollywood projects,” notes Romances during our conversation. “Collaborating with directors allowed us to devise technologies that were yet unrealized. Over time we’ve witnessed this cycle come full circle; perhaps due to our proximity to Silicon Valley we’ve spurred numerous digital innovations transforming into real-world applications—an exhilarating development after imagining potential futures for so long.”
A crucial ‘real’ innovation surfaced at CES 2021 when GM CEO Mary Barra showcased an all-electric Cadillac vehicle featuring an electronic dashboard partially crafted by Territory Studio SF; its lighting synchronized creatively with driver moods.
Branching Out: From Film To Gaming And Beyond
(superhero image)
Turn10 Studios based out of Seattle partnered with Territory for designs featured in Forza Motorsport 5 and Forza Motorsport 6 where they contributed significantly towards developing an engaging aesthetic interface complemented by holographic features within gameplay mechanics.
“Generally speaking,” comments Romances regarding their cinematic endeavors,” people often recall imaginative holograms from movies like Avengers or heads-up displays seen previously in Ready Player One—these visuals serve prophetic purposes.” He elaborates how these fictive design explorations ultimately culminated into practical applications including augmented reality (AR) systems pioneered years back alongside Microsoft HoloLens integrating medical visualization projects
.Lately collaborating closely with Magic Leap allowed them even further develop AR glasses simplifying these visionary notions thereby making them more feasible today! Although Magic Leap may not have succeeded entirely yet those suggestions inspired subsequent ideas now being implemented wherein modern-day medical aids are utilized effectively inside operating rooms.”);
The Evolution of Design in Dune: Harnessing Technology for Storytelling
!Harkonnen War Map in Dune
The intricate Harkonnen war map featured in Denis Villeneuve’s film.
In the critically acclaimed “Dune: Part Two,” recognized this year with a nomination for Best Picture, the design team at Territory introduced innovative concepts such as an animated holographic warfare interface and a weapon targeting system tailored for the Harkonnen Mentat—a uniquely sophisticated human-calibrated computer.
A Revolutionary 3D Holographic Projection
The centerpiece of the narrative is the Harkonnen war table, which showcases a striking 3D holographic display that plays a crucial role during key moments, particularly in the initial sequences. These settings provide vital insights into the ongoing conflict between Fremen forces and their Harkonnen adversaries. Energized by chants from Mentats, Rabban’s operations room visualizes troop maneuvers instantaneously—a testament to remarkable craftsmanship and precision.
Romances remarked on “Dune’s darkly minimalist aesthetic,” highlighting its stark yet captivating visual style.
Bridging Simulation and Entertainment
!Territory’s Cutting-Edge GM Cadillac Interior
Innovative car interiors designed by Territory showcase modern sophistication.
The increasing sophistication of human-machine interfaces signals that we may be on the brink of new frontiers. Leveraging robust 3D mapping technologies like Unity and Unreal—predominantly associated with video game development—the potential for transformative applications is vast. Major corporations are now harnessing these tools to create realistic digital twins.
Digital twins represent virtual replicas of physical manufacturing facilities that undergo meticulous refinement in simulations prior to actual construction investments. Equipped with sensors, these facilities feed data back into their digital counterparts, enhancing subsequent design processes—a cyclical improvement principle mirrored in Territory’s creative endeavors throughout their history.
The Interplay Between Hollywood Creativity and Technological Advancement
Romances emphasized how utilizing real-time gaming technologies holds significant promise: “It’s fascinating because we’re navigating between Hollywood creativity and Silicon Valley innovation. Films and games allow imaginative freedom without being constrained by current technological limits.”
This confluence could result in considerable industry disruptions; should advancements make hologram technology more accessible economically, we could witness a fundamental shift within urban advertising landscapes.
When confronted about his drive behind these creations, Romances shared his passion: “We thrive on original creation rather than mere replication.” He reflected on early days when numerous cinematic projects sought explosive effects but knew there was an opportunity to pioneer unique visuals previously unexplored or conceived from scratch—setting novel standards unheard-of before this time.
!Mixed Reality Design Example from Forza Motorsport
Territory was instrumental in crafting mixed reality environments within Forza Motorsport.
He cited Minority Report as an inspirational example where advanced gesture recognition anticipated contemporary touchscreen interactions seen today.
“Years invested crafting innovative designs have contributed significantly toward leveraging cutting-edge technology,” Romances added confidently. “Our collaborations empower us not just to follow trends but also shape them creatively across various industries striving for broader engagement.”
Through impressive strides taken over more than a decade working alongside renowned studios across Hollywood’s landscape; it becomes clear that their vision extends well beyond traditional boundaries—ushering forth limitless possibilities waiting at our fingertips.
