Our mission is to support the growth of the

UK’s immersive entertainment sector by fostering a
supportive, collaborative community of creators, and
supporting them with resources and research.

The placebo effect is a real and replicated clinical phenomenon in which patients are given a sugar pill containing no medication at all, yet their bodies respond as though that pill is real.  I’ve always found this mindblowing enough, but only recently heard about the follow-up finding: a meaningful placebo

From ABBA Voyage to the KISS experience, immersive music experiences have been sweeping the world. What’s coming next?

Take a look at the range of immersive experiences at this year’s Edinburgh Festival Fringe.

“You don’t find the swimming pool, the swimming pool finds you,” says Nick Chambers, co-founder of Beat-Herder Festival. “It’s like a trapdoor spider – an arm will grab you at some point on the street and be like ‘you’re coming swimming, bring your friends’.” So, rumours of a swimming pool