Everything does NOT need to be "Immersive": Rethinking scale in a world of visual overload

After spending over a decade building my career around visuals, interactivity, and immersive storytelling for 360° digital environment, You might be surprised to see this kind of title coming from me. But I’ve been thinking about this for a while. Right now, “immersive” is buzzing everywhere. Every event, every venue, every client wants some kind of immersive experience. Honestly, sometimes I feel like "oh, immersive theme again…"

I get it. We all want to be inside the visual story rather than just watching it on a small screen. It sounds exciting, magical and technologically innovative. But here’s the thing: a lot of venues are not actually designed for immersive experiences. Often, the specs don’t match. Audience flow becomes an issue. Sometimes, it's simply not safe.

So, I often ask myself and my clients if the story really need to be "immersive"? Sometimes, a small screen or a small installation works perfectly if the storytelling is strong. A focused, well-crafted narrative can resonate deeply without overwhelming with layers of visuals or complicated setups. It doesn’t have to be a full 360° digital environment to tell a compelling story. Small-scale doesn’t mean non-technology. You can incorporate advanced technology for small-scale installations, for example, by blending with kinetic lighting or interactive technologies. This blend of techniques can also result in truly unique experiences.

Less says more when done right.

Lately, I am wondering if even big, flashy venues like the Sphere in Las Vegas are running out of fresh visual story ideas. When digital installations become all about spectacle rather than story, they lose their soul. When I go to a concert as a fan of music, I’m honestly more interested in the musicians than the spectacle. I want to feel the energy of their performance, the nuance in their playing, and the connection they create with the audience. Visuals should never steal the spotlight. They should serve the music, adding depth and helping tell the story rather than becoming the story themselves. When done right, projection mapping, LED walls, or immersive effects enhance the emotional impact of the performance, guiding the audience through the music rather than distracting from it.

So here’s my advice when you want to create a digital installation:Think about the story first. What do you want to say? Who do you want to reach? What do you want them to remember? Then, consider how best to execute it. Maybe it needs to be immersive. But maybe it doesn’t.

I’ll be honest, as a producer, creating immersive experiences for clients make me more money, but I don’t always recommend for all the reasons above.

When everything else is not immersive, truly immersive experiences finally stand out.

I created 100ft wide immersive projection environment for a music event in Brooklyn NY