technologies . It covers any use of tech to blur the boundary between physical and digital worlds . |
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n Artificial intelligence ( AI ): AI isn ’ t technically an immersive technology . However , AI can enhance immersive technologies by , for example , powering more realistic virtual environments or personalising interactions . |
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Each of these technologies can create or enhance powerful experiences . But the key point is this : immersive doesn ’ t necessarily mean ‘ high tech ’. It means creating a holistic experience that engages multiple senses and brings a brand ’ s story to life . And that can be achieved with or without technology . |
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Tech should serve strategy , not the other way around We need to shift the conversation back to strategy . A technology-first approach is a recipe for failure . Instead , we need to peel back the layers and ask the right questions : How can this technology enhance our event ’ s objectives ? Will it create a stronger connection between the brand and its audience ? Does it serve a clear purpose ?
When we craft events for clients , everything we do is filtered through the lens of our four experience design principles , all of which are grounded in behavioural science . Our goal is to ensure attendee and business value through experiences which are memorable ( to drive lasting retention of key information ) and behaviour changing ( to drive tangible actions ). This approach helps us shape details and expressions of the experience from end to end in relation to the ambition of the event . This is our starting point , with tech there to enhance and support .
As a strategic partner , we need to actively interrogate what we ’ re asked to deliver and guide clients towards
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solutions that will make the most impact .
The best tech integrations are the ones you hardly notice . When tech is used well , it blends into the background , enhancing the experience without overwhelming it . Take UK venues like Frameless and Outernet , which use 360-degree screens to immerse attendees in art installations . These spaces keep people ’ s attention not because of the tech itself , but because the tech is used in service of the content and experience .
Similarly , we once designed a fibre optic tunnel as an entrance / exit for an event , dropping guests directly into a new world as soon as they stepped in . It was a seamless integration of tech and experience , creating a moment of awe that enhanced the event without detracting from it .
But tech isn ’ t the only way to create an immersive experience . In fact , some of the most powerful experiences come from using
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Above : Generic VR can bring a brand ’ s story to life but make sure the purpose is clear and tech is serving the strategy |
traditional production techniques . Lighting design , audio design , and even olfactory and taste elements can transport guests into a different world just as effectively .
Strategy first , tech second As far back as 2019 , an Eventbrite report revealed 87 % of event organisers it surveyed were planning to use immersive technology in their events . I ’ d question how many of those deployments actually aligned with the event ’ s strategy .
Immersive technology has enormous potential , but only when it ’ s applied with strategic intent . Shoehorning VR into an event because it ’ s trendy won ’ t lead to success . Instead , event organisers and brands need to think critically about how and why they use these tools .
The best event experiences are those that put strategy first . In the end , it ’ s not about the technology – it ’ s about how you use it to tell a brand ’ s story .
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