With a 55% increase in searches for “immersive experiences”¹, design experts Rory Evans and Dan Hughes at Illusion Design and Construct say that immersion is here to stay. They believe this trend shows no signs of slowing down and will redefine user engagement across various industries, not just gaming and theatre.
An increasing number of people (60%) are engaging with immersive experiences to socialise, often reserving such activities for special occasions². With this in mind, the demand for immersion is apparent, and industries must pay attention.
Rory Evans comments on the rise of immersive experiences: “At Ilusion, we have witnessed a significant increase in the demand for immersive experiences, and we’re designing more immersive environments than ever.
“We’re seeing that brand agencies are utilising immersive experiences to market their clients effectively. Similarly, gaming and theatre companies use this concept to develop environments that immerse audiences in interesting narratives and adventures.”
Experts at Illusion comment that immersion is being used to influence consumer behaviour, benefiting brands through enhanced engagement, differentiation, increased vitality, and trend-setting. Given this, immersive experiences will continue to evolve and advance, with technology playing a vital role in this progression.
Dan Hughes adds: “Artificial intelligence is the tech trend that keeps on giving. For immersive experiences, AI has the potential to transform how developers create the experiences alongside how they are delivered to audiences. AI could influence stories and scenarios, making each user experience unique. This could be done in real-time, with AI reacting to user actions and preferences. It also has the possibility to enable highly personalised experiences that evolve in real-time based on audience data and behaviour. For designers like us, AI could be used to suggest design elements, ensuring that they create the most innovative scenarios.
Extended reality will also play a part in shaping the future of immersive experiences, according to Illusion: “Recent advancements in hardware like headsets and glasses enable users to interact with virtual and physical environments. For immersive experiences, this type of technology could be game-changing. Combining virtual, augmented, and mixed reality will provide designers with unique opportunities to utilise innovative technologies, supporting the idea of transporting users to a digital world.”
Considering these technologies, immersive experiences must embrace diversity and inclusion, ensuring accessibility and engagement for everyone, irrespective of ability and background.
Rory continues: “As the possibilities and advancements of immersive experiences evolve, it’s essential to prioritise diversity and inclusion. Designers must embrace and recognise the various voices, cultures, and perspectives that make up our world. They should create an environment where everyone feels valued and can contribute meaningfully to the experience.”
Dan adds: ”Besides using immersion in gaming and theatre, we think immersion will be used increasingly across various industries, including education, healthcare, tourism, and retail. From allowing students to explore historical events and offering realistic scenarios for practitioners to refine their skills without risk to patients to providing tourists with the opportunity to explore holiday destinations or offering virtual try-ons for shoppers,
“Immersion is becoming the norm, and as the demand continues to grow, industries must adapt to keep up with its evolution.”
To learn more about the capabilities of immersion and to see immersive experiences in action, please visit: https://illusiondc.com/immersive-theatre-bridge-command-vauxhall-london