The 2020s has seen a boom in immersive art environments, from heritage visitor centres to commercial ventures in non-institutional spaces. They prompt critical questions: what circumstances underpin them? Why have so many developers entered the field? And how are these environments experienced by the public? In this series of presentations and roundtable discussion, we bring together speakers from museum curation and the creative industries to share firsthand experiences in staging these installations, to offer insights about the audience appeal, and to reflect on whether immersive environments may be the collective art form of our times. Organised by Dr Mark Sheerin (Visiting Research Fellow, Centre for Design History) and Prof Annebella Pollen.