Creative Director of immersive systems and narrative environments

John Volpato designs immersive experiences where technology becomes part of their meaning.

His work begins with a simple question: how should an experience feel, behave and be remembered?

He directs projects across XR, spatial computing and interactive environments, bringing narrative, design and technology into a single form.

He is the founder and Creative Director of Ultra, a Milan-based studio working with brands and institutions including Armani, Eni Plenitude, Eli Lilly, Automobile Club d’Italia and MAXXI, alongside selected projects in the luxury and automotive sectors.