Interactive, Intimate, Experiential: The Impact of Immersive Design
The 2019 Immersive Design Industry Annual Report
The second Annual Immersive Design Summit, which happened on February 22–23 in San Francisco, California, brought leaders of immersive art and entertainment together. Professionals and students gathered together from across the fields of theatre, mixed reality, theme parks, installation art, experiential marketing, escape games, and location-based entertainment to explore the fundamental ideas that shape their craft, and the unique challenges they all share.
Additionally, during the Summit, a first of its kind Immersive Industry Report was released to the public. The report, written by theme park media veteran Ricky Brigante (founder Inside The Magic, co-founder pseudonym productions), brings together data from a multi-discipline survey to give practitioners by-the-numbers insight into the scale and scope the immersive work. This report was edited by Noah Nelson, with additional contributions from Kathryn Yu and Rachel Stoll.
Says Brigante: “This paper is intended to begin the conversation of quantitatively and qualitatively measuring long-term, far-reaching impacts from works within this still-emerging industry.
“While immersive works have been created for decades it is only in recent years that they have collectively become an industry unto themselves, sharing design methodologies across numerous disciplines that together have begun to revolutionize entertainment, retail, education, and activism.
“Written with industry creators, sponsors, investors, and reporters in mind, this report begins to place a value on the industry as a whole while stressing the industry’s unique abilities to offer audiences meaningful experiences that have the potential to engage and enrich them in bold new ways.”
Based upon extensive research and a survey of over 100 immersive companies worldwide, this report includes:
- indications of continued growth & commercial success in immersive design
- justification for importance of immersive work
- a measurement by-the-numbers of industry impact & growth trends for immersive design
- a 2018 industry analysis, including revenue and attendance trends
- discussion of challenges shared across industry disciplines.
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