How to create a commercially successful immersive experience
Commercial success metrics: look beyond attendance—track lifetime value, 4.5+ star reviews, customer acquisition cost (CAC), dwell time, and…
Tivoli unveils new Hikari area ahead of opening this weekend
Tivoli Gardens, a historic amusement park in Copenhagen, Denmark, has unveiled its new Hikari area ahead of the…
Uffizi Galleries in Florence announce €50m transformation
The Uffizi Galleries in Florence, Italy has announced a two-year, €50 million transformation, described as one of its…
The Met introduces generative AI to transform experience
The Metropolitan Museum of Art in New York has unveiled two new generative AI initiatives to transform how…
Dutch museum spreads 800lbs of peanut butter across floor
Museum Boijmans Van Beuningen in the Netherlands has recreated a conceptual artwork by spreading more than 800 pounds…
Innovation in family experiences | driving engagement
Guests want active participation, not passive entertainment, with the most successful attractions giving visitors agency and a role…
Why most immersive projects never get built
There is a reality in immersive and experiential development that the industry does not talk about enough: most…
Festival of Innovation | cultural immersive experiences
Join us at 11 am GMT on Thursday 22 January for our Innovation in Cultural Immersive Experiences session…
Innovation in Spectacular | at the Festival of Innovation
Collective laboratory The new extended programme has been met with excitement across the community of live immersive and…
Journey | announces acquisition of Dimension Studio
Journey, a global design and innovation studio pioneering multidimensional experiences (MDX), has acquired Dimension Studio, a UK-based creative…
Safari Thatch | new products at IAAPA Expo 2025
Collective laboratory The new extended programme has been met with excitement across the community of live immersive and…
Pure Imagination Studios | interview with Joshua Wexler
This philosophy extends naturally into the realm of themed entertainment, a market Cuningham entered in 1986 through its…