Articles, news, & research

Sam Wai’s curiosity about an escape room in Hungary during a trip back in 2014, changed the course of his professional life. It’s also changing the professional lives of other creative practitioners and entrepreneurs, as he shares lessons and services from his own hard-won experience in the immersive sector.  An

In April the Immersive Experience Network partnered with the World Experience Organisation (WXO) for London Experience Week. This was a gathering of the international experience industry over five days in the capital for talks, networking and sampling the best homegrown projects the sector has to offer.  It was the fourth

Eleanor Barrett has transformed some of the most stigmatised urban spaces into portals to alternate realities, from the Thamesmead estate to a Helsinki square associated with drug-related social problems.  Her former company The Brick Box specialised in creating immersive, participatory events that consistently reached the audiences other cultural projects struggle

The Immersive Arts programme has announced the recipients of its second and final round of funding applications, marking a significant milestone for artists working with immersive technologies. Over £2 million has been allocated to 142 artist-led projects across the UK in this latest round, bringing the total number of artists

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

Read about our Summit25 conference and browse the programme to see the sessions available through our member’s hub.

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

The summer of 2025 heralds the birth of a new kind of immersive event, and it’s one that offers us unprecedented opportunities to step inside our favourite films. Last month, The Matrix premiered at COSM in Los Angeles in an entirely new format. COSM is a kind of big screen

Eric Spring in ‘t Veld, the CEO and creative director of Mama Bazooka, is interviewed by Sarah Dodd (Co-Founder, Escape Room Industry Conference), one of the world’s most renowned escape enthusiasts. In this interview, Eric will share his insights on escape room design, the journey of creating The Dome, and

Immersive Arts is a three-year national programme of funding and support for creative practitioners which launched in 2024. The organisation held its first conference earlier this month, and chose Bradford – the 2025 UK City of Culture – for the occasion. Over three days and seven venues, delegates listened to talks,