By Deborah Stokes, CMP, CEM / President
Creating immersive environments at your event transforms ordinary gatherings into extraordinary experiences that captivate attendees on multiple sensory levels. These carefully designed environments forge stronger emotional connections between participants and your brand or message, leaving lasting impressions that extend far beyond the event itself. Thoughtful immersion through lighting, sound, scent, and interactive elements turns passive observers into active participants who feel genuinely part of something special. When attendees are fully immersed in your event environment, they're more likely to absorb your message, share their experiences widely, and develop deeper loyalty to your organization or cause.
Here are three examples of immersive environments in the events industry:
- The Refinery29 29Rooms experience creates walk-through art installations where attendees interact with branded environments designed by artists and cultural influencers, combining social media moments with meaningful engagement around cultural themes. https://www.refinery29.com/en-us/29rooms
- Secret Cinema transforms venues into complete movie worlds where guests become characters in the story, with detailed set designs, professional actors, and storylines that allow attendees to physically step into their favorite films. https://www.secretcinema.com/
- The Museum of Ice Cream pioneered the "Instagram museum" concept with colorful, tactile installations like sprinkle pools and giant popsicles, creating a multisensory brand experience that combines playfulness with strategic photo opportunities. https://www.museumoficecream.com/
