Issue link: https://digital.copcomm.com/i/1540269
26 cgw j u ly • a u g u s t • s e p t e m b e r 2 0 2 5 t raditionally, CG artists have helped make incredible visuals possible for games, films, and television shows. Now, increas- ingly, they are turning their hands to a medium that has con- tinually grown in prominence: creating immersive visuals for all sorts of location-based experiences that elevate familiar environ- ments into something truly magical, whether it's for a theme park ride, museum exhibit, or stadium jumbotron. For creators, there's a fresh opportunity to tell stories for audienc- es who aren't just looking to be entertained, but want to feel some- thing, take part, and connect more deeply with the spaces they en- ter. So much so that the immersive experience market, which had a value of $4.5 billion in 2023, is expected to be worth $47.2 billion by 2033. Read on to learn more about the industry's top four immersive ex- perience trends. TREND 1: MULTI-SENSORY SPACES It's now necessary for creators working on immersive experiences to approach visuals with a 360-degree space in mind, due to many sports, entertainment, and hospitality venues being designed as fully blank canvases. These spaces provide the perfect base for projec- tion mapping, AR/XR visuals, and interactive audio effects, helping to transform walls, floors, and ceilings into living, multi-sensory experi- ences that are not designed to be merely observed, but felt. Artists can leverage this trend by bringing alternative worlds to life with tools like Notch, TouchDesigner, Unreal Engine, and Disguise Designer, then either projecting them or displaying them on massive LEDs in blank canvas venues. Integrated audio, dynamic lighting, sensors, and other responsive technologies can also act as triggers, encouraging audience participation. Together, these technologies will allow visitors to explore fantas- tical landscapes without leaving their physical location. Experiences like the Illuminarium, for instance, use ambitious 360° projections and spatial audio to transport audiences from the African plains to outer space. As technology advances, this world-building will be- come increasingly realistic, facilitating deeper emotional connec- tions and transforming the way stories can be experienced. TREND 2: REAL-TIME EFFECTS AND INTERACTIVITY While immersive storytelling is already making location-based ex- periences a must for audiences—74% of Americans prioritize ex- periences over products—incorporating real-time and interactive elements adds a new level of dynamism. By rendering content live, creators can generate visuals based on live data inputs like weather, social sentiment, or temperature; as well as enable dynamic interac- tions and responsiveness that simply aren't possible with pre-ren- dered video content. This opens up new possibilities for creators to produce unforget- table moments for their audience. The graphics artists behind Ibiza super club, Pacha, for instance, have already developed audio-reac- tive visuals that pulse and morph in time with the music across its LED walls, creating a nightclub experience that feels different every single night. Over in Dubai's Al Wasl Dome at Expo 2020, an interac- tive installation integrated visitors into the projected content on the dome's massive surface, using facial recognition technology to turn visitors into digital avatars. In the future, these kinds of interactive elements could become even more sophisticated. AI could be used to allow immersive con- tent to react dynamically to individual visitors, remembering past encounters to display their preferences, or even to introduce charac- ters that can engage in fluid, unscripted conversations to continue the story. TREND 3: GAMIFYING THE PHYSICAL WORLD Did you know that Gen Z spends 25% of their leisure time gaming? Location-based experiences are increasingly integrating elements of play into their locations to capture and hold the attention of younger audiences. Beyond immersive escape rooms and half-time jumbotron games at sports stadiums, the retail industry has been quick to adopt this playful approach. Activations such as Nike's Reactland, for instance, SPOTLIGHT THE GOLDEN ERA OF IMMERSIVE EXPERIENCES IS COMING BY JOSHUA EASON