What is an immersive experience?
An immersive experience immerses you in a new, often digital, world. By using technology, you can, for example, actually step into a work of art while simultaneously stimulating different senses. When creating an immersive experience, technologies such as augmented reality, virtual reality, or mixed reality are often used.
The difference between AR, VR, and MR technologies
Before you can understand how the various technologies influence the experience, it is important to know the difference between three commonly used techniques: AR, VR, and MR.
- Augmented reality (AR)
Augmented reality takes place on top of the real environment using digital adjustments, allowing you to experience something different than without the AR application. Think of how the game Pokémon Go works. Through the lens of your phone, you see events that you wouldn’t see in the real world without the AR application. - Virtual reality (VR)
Virtual reality is entirely separate from the real world, often experienced through a headset that blocks out your surroundings. This allows you to fully immerse yourself in the virtual world. - Mixed reality (MR)
Mixed reality is similar to augmented reality in that it combines the actual environment with digital applications, but the main difference is that the digital applications can alter the real environment. For example, at Smartphone Orchestra, spectators determine the course of the concert through their phones.
How is immersive technology applied in culture?
Many examples of immersive cultural experiences have been developed by commercial parties. They have quickly developed smart business models with immersive technologies. Through their experiments, a new audience has quickly become familiar with this type of cultural offering, presenting opportunities for the entire cultural sector. Learn from the examples below:
Immersive technologies in museums
Every museum can make a big impression with immersive experiences. From classical to modern art, from renowned artists to up-and-coming talent – the immersive experience offers a unique audience experience for every style. At Vincent Meets Rembrandt, the iconic artworks of Van Gogh and Rembrandt are displayed through projections on the walls of the Noorderkerk in Amsterdam. As a visitor, you walk through the works while also experiencing the unique atmosphere of the building.
Also, check out Remastered, where every room offers interactive possibilities for the audience. One room takes you into the artworks of various masters, while another allows you to bring your own creation to life using mixed reality. Experience how digital techniques can stimulate creativity.
Immersive experiences in theater
Immersive theater breaks the fourth wall and transforms the audience from spectators to main characters. To engage the audience in the story, many theater productions draw inspiration from the growing phenomenon of escape rooms. With ‘Sleepy Hollow’, Studio Immersief creates an interactive VR production where live scenes alternate with VR scenes to solve a mystery. Last year, the performance It Went Dark went a step further to involve the audience. Visitors received a personalized sound experience, interactive video projections, and live performances.
Immersive experiences in music
Seeing your favorite artist perform via a VR headset or in a game (as Lil Nas X did in Roblox) is no longer new. With the ABBA Voyage tour, pop group ABBA delivered a new experience for the audience: a ‘live’ concert featuring lifelike avatars of the band members. A unique experience on an almost unachievable scale, but one that offers plenty of inspiration. For example, AMAZE transformed an old nightclub into an immersive music experience, where the audience navigates through seven different rooms and is taken on an audio-visual tour with different light, music, and interactive effects in each room.
What is the appeal of an immersive experience?
The audience of the future is constantly seeking new experiences. And digital is naturally part of that. Whether it’s in the experience itself or in sharing photos and videos afterward. They are often not only interested in the art but also in the technology behind it. How is the experience created? What does it do to my perception? By tapping into that innovative spirit and tech interest, you can attract a new audience.
This too is digital transformation
When thinking about digital transformation, it is still too often associated with making collections available online. However, it is much more than that. It also involves renewed audience experiences, new (digital) value creation, and embracing digital artistic creation. Many of these developments are based on a digitization process. After all, you can’t create lifelike avatars of ABBA without first digitizing their physical performances. And you can’t project art without first digitizing it. Once the foundation is in place, the digital world becomes your playground.
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