Immersive, Past the Hype

What is “immersive”?

A. Over-hyped marketing buzzword of the moment?

B. Evergreen basic principle worth a spot in the toolkit?

C. Both.

Let’s clarify something. “Immersive” — in the sense currently loved and hated by museums — doesn’t usually refer today to the real definition. Currently, it often just refers to “adding supersized digital content to rooms.”

In that latter sense, it is part of a long evolution of technology in museums, and a longer arc of museums experimenting with trends to engage new visitors.

We’re all skeptical. It’s a sellout. It’s not about the actual art. It’s all thrills, no learning. The Van Gogh producers went bankrupt.

But before the hype kills it for all of us, let’s remember that the underlying principles with this one are solid.

Why? Because “immersive” experiences …

… exploit the large scale unique to in-person experiences.

… take advantage of the unique ability of physical space to occupy your entire field of perception.

… create emotions fast, which allows information to be imparted.

… generate awe, the museum gateway drug.

Here’s the thing:
Yes, “immersive” is the superficial and overused buzzword of the moment.

But unlike most other buzzwords, the underlying concept is timeless.

In other words, it’s “C.”

Warmly,
Jonathan

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MtM Words of the Day:
Immersive. [Trendy definition] Large-scale digital art show experiences where visitors are surrounded by projected visuals, soundscapes, and lighting effects on walls, floors, and ceilings all around them.

Immersive. [Foundational definition] Any experience that surrounds the visitor, fully engaging their senses and emotions to make them more psychologically present. Spatial design, storytelling, lighting, and sound can all play a role, with or without digital technology.