Pierre-Francois Gerard is creative director and founder of Metaxu Studio, an immersive technology and design studio bridging architectural thinking with digital experience. With over 20 years in the field, he moves between architectural visualisation, experimental art collaborations, and commercial immersive applications.
He holds a PhD in Computing from Goldsmiths, University of London, where his research focused on how spatial design affects human cognitive performance in virtual environments. This led to the Virtual Architecture Framework; a systematic approach to designing virtual spaces that support how people think, move, and make decisions.
Notable projects include In My Skin (for Moroccan charity 100% Maman) and Unfold the Universe (MAD Award 2023, with artist A. Zelinskie).
His approach: virtual environments are real environments, deserving the same spatial rigour and attention to human experience as physical architecture.