Immersive Storytelling and the Audience

Physical space is a narrative device, not a venue.

Immersive work fails when it treats the room as a screen with better acoustics. The audience's body is part of the edit — where they stand, what they miss, how long they linger.

The projects worth developing are the ones where the space is doing something a film couldn't, and where the technology is invisible by the time the audience arrives.

Cultural institutions are increasingly the right partners for this. They already understand audience, participation and duration in ways brand work rarely has to.