Immersive? What exactly are immersive events?
It seems like every event these days is labelled “immersive.”
It’s every marketer’s latest buzzword. Well, it has been for a while.
It’s in the headline explainer of every event.
It’s become a catch-all for anything remotely interactive, whether that’s a bit of scenic design, a virtual reality headset, or background music layered into an experience.
But let’s be real—none of these elements truly qualify as “immersive” especially when done in isolation.
What should evoke deep emotional connections and sensory engagement is often watered down to a handful of Instagrammable aesthetics, some glittery cupcakes here, some background music there, and a few eye-catching props sprinkled around. When event marketers claim their experiences are “immersive”, all too often it’s a surface-level spectacle.
That’s where the misuse of “immersive” becomes a problem—it’s become a badge for the visual, not the visceral, the participatory.
Immersion, in the true sense, has started to lose its meaning.
Breaking the fourth wall
In the rush to create events that feel fresh, many marketers have forgotten that immersion isn’t just about the spectacle—it’s about the connection. You see, true immersion demands more—it demands that people don’t just attend. It demands that they experience.
It’s about turning spectators into participants. It breaks down the barriers between the event and the individual. It demands a step into a different reality, breaking the fourth wall, and connecting deeply with a story or a brand in ways that spark genuine emotion, participation, and changes in consumer behaviour.
In this dynamic form of performance art, every audience member has the potential to influence the outcome or become a character within the narrative itself. You can’t just sit back in your seat; you get to jump right into the action. Whether it’s guiding an audience through an unfolding narrative, or giving them control over their experience, true immersion evokes engagement at the deepest level. When done right, immersive experiences encourage genuine participation, leaving an emotional mark long after the event has ended. Immersive theatre can really help redefine the way stories are told and how brands are experienced.
It’s why it’s been hailed as one of the most exciting and innovative developments in performance art over the past decade. Beyond the theatrics of it all, immersive experiences reshape the core of how brands engage their audiences. Harnessing the genre for enhancing brand engagement and experiences is exactly where the true power of immersive theatre comes in.
And DesignScene has been perfecting this craft for years.
Fight Club, Project Mayhem, London
DesignScene’s unique position in the immersive events sandpit
In the distant founding years of DesignScene, a young man in Leeds experienced the power of live theatre and music. A moment later, Attila Keskin founded DesignScene. Almost 20 years after this pivotal moment, that passion for theatre and live experiences has grown and developed globally.
And we didn’t just embrace immersion—we put our money and belief where our mouth is and actually acquired it in the form of Secret Theatre, our internationally acclaimed immersive theatre division.
What we have been able to do now that Secret Theatre is a fully embedded part of DesignScene is a brilliant melding of the worlds of brand experiences and immersive theatre. It’s integrated not as an afterthought, but as a core part of our strategy and DNA.
The result?
Truly immersive activations that don’t just catch attention, but hold it—long after the event has ended.
Bonded City, New York City
What we’re doing in the immersive events space
Take DesignScene and Secret Theatre’s 8th and latest production in Hong Kong, The Art of Dying. Featured in the likes of South China Morning Post, The CSP Times and Time Out Hong Kong to name but a few, it was launched in partnership with the Grand Hyatt Hotel Hong Kong.
An exemplification of how immersive theatre entrances the audience, it was set across multiple floors, giving participants the freedom to move between spaces, interact with characters, and ultimately influence the narrative’s twists and turns.
The Art of Dying, Hong Kong
This experience became intensely personal, leaving audiences with a memory that was entirely unique to them, in that moment, on that night. Each night was an experience never to be repeated. When you’re part of the story in this way, you no longer recognise just a name or just a brand—you recognise a core memory that is deeply ingrained in your psyche. And brands that do this effectively are the ones who not only capture real attention, but also build loyalty that actually lasts.
Why do we do immersive experiences?
With Roku at SXSW, for example, we crafted an immersive experience that brought the brand’s playful, imaginative vision to life in the form of Roku City. We transformed the Riley Building in Austin into a 3-storey travelling journey using sensorial designs and immersive techniques, including floor-to-ceiling sets, curated sounds and scents, stage theatrics and projection mapping.
Roku City, SXSW, Austin
The result? Roku City was named as one of the Best Experiences to Visit at SXSW in Forbes and ATXGossip. Apart from wowing the audience, it made huge buzz over 2 days, garnering over 10,000+ social media impressions, seeing over 1000+ visitors who gave it a 90 NPS score. Not only did it introduce Roku’s newest partnership at the time, boosting Roku’s ad sales, it also forged a deep connection with hearts and souls of movie and entertainment enthusiasts and fans alike. Visitors practically “stepped into” the iconic digital Roku screensaver – something that’s only possible with a truly immersive experience.
This power of immersion is in its ability to turn a brand activation into a meaningful moment—one that speaks directly to the individual rather than the masses. It’s this intimate, emotional connection that transforms a brand from being something abstract into something tangible and unforgettable.
Our conclusion?
It’s not enough to put on an event that just looks great on social media.
Brands need to connect with audiences in ways that feel personal, emotional, and, most importantly, unforgettable through actual, immersive events. At DesignScene, we’ve set the bar for how immersive theatrical elements can elevate brand activations at the deepest level.Are you ready to create something unforgettable?
Let’s turn your brand’s story into an immersive experience– and in the true sense of the word!
Roku City, SXSW, Austin
