Frequently asked questions

An immersive experience invites you to feel present within a world, situation or story. Space, sound, performance and interaction can support that involvement. It can be physical, digital or a combination of both.

Immersive storytelling develops a narrative that visitors encounter from within its world. People may discover meaning through movement, attention, objects or interaction rather than receiving every scene in a fixed order.

Immersion describes involvement in a world or experience. Interaction describes an exchange in which something responds to an action. An experience can be immersive without being interactive, and an interactive control does not automatically create immersion.

Yes. Participants can notice different details, choose different routes or contribute in different ways while sharing a setting and key moments. The design should connect those personal discoveries through a shared task, reveal or conversation.

No. Physical environments, live performance, sound and participatory activities can create immersive storytelling. VR, AR and mixed reality are options when they enable a particular viewpoint or interaction that serves the narrative.

Immersive theatre changes the relationship between audience, performer and place. Visitors may move through an environment, choose what to follow or encounter scenes at close range. Some productions invite interaction; others keep visitors in an observing role.

Projection mapping aligns projected imagery with a physical surface such as a building, object or stage set. It can transform how that surface appears and support spatial storytelling. A mapped sequence does not have to be interactive.

Museums can combine narrative, objects, sound and participation to help visitors explore a subject from different perspectives. Interpretation should distinguish evidence from reconstruction and connect personal discoveries to the collection or historical context.

Define the audience, the intended visitor outcome and the actions people can meaningfully take. Map arrival, orientation, exploration, shared moments and departure before selecting equipment. Prototype the most important encounter and observe how real visitors interpret it.

Include the purpose, audience, group sizes, venue, duration, budget range, access needs and operational responsibilities. Describe the intended personal and shared journeys, then agree what a prototype should test and how success will be evaluated.

There is no single price across formats. Costs depend on content, space, technology, staffing, installation, support and lifespan. Share a budget range with a creative partner and compare proposals through their deliverables and assumptions.

A meaningful brand experience gives visitors a worthwhile activity connected to the brand’s purpose. Design a clear invitation, understandable participation and a relevant next step. Evaluate what people understand as well as how many attend.

The visual examples guide features attributed Munchingsquare portfolio work across interactive exhibitions, shared interfaces, projection-led theatre and mixed reality. Project links lead to the studio’s own account of each production.