Jennifer Crook, Artistic Director and CEO of Collective Act, is reshaping the experiential art landscape by asking audiences to look inward — literally. Based in London, she created "Dreamachine," a closed-eye experience that merges neuroscience, flickering light and spatial sound to trigger vivid, brain-generated visuals. Inspired by Brion Gysin’s 1960s prototype, the project began as a DIY experiment and evolved into a £10 million UK-wide initiative. Built in collaboration with Turner Prize-winning artists Assemble and Grammy-nominated composer Jon Hopkins, "Dreamachine" has drawn over 50,000 attendees, earned 5-star reviews and sparked widespread media buzz. The project also launched "The Perception Census," a global study involving more than 35,000 participants, and engaged over a million young people through partnerships with the British Science Association and UNICEF UK. As "Dreamachine" prepares for a global tour, Jennifer continues to rewire how we think about perception, creativity and the limits of experience.
