The phrase “immersive experience” was everywhere at this year’s Integrated Systems Europe conference in Barcelona – a return to the full scale of the conference, with more than 58,000 attendees. Most major projector manufacturers’ show floor booths featured immersive installations, and a keynote from Unreal Engine was entitled “All Roads Lead to Real-Time.” The industry’s emphasis on immersive is creating opportunities for collaboration and cross-pollination between content creators and the technical side of building immersive spaces. But in any effective immersive experience, story is the most important factor, and technology should be designed to serve the narrative.

These were the points that emerged from an “Ask the Experts” session at AVIXA Xchange Live at the show. Elumenati VP of Sales and Marketing Hilary McVicker joined a panel discussion that represented all aspects of immersive experience design – virtual production, live entertainment technology, and shared virtual reality in physical environments. We are glad to contribute to the dialogue in such a growth moment for the industry.