Immersive storytelling merges interactive technologies, such as augmented and virtual reality, with traditional storytelling. In other words, it is a method of communication that encourages participation, engagement, discovery, and memory-making of audiences. While storytelling has long been a part of museums and art galleries, the approach has changed in both purpose and method as new technologies have become an essential part of the visitor experience. Instead of providing visitors with a single story with one clear direction, immersive storytelling encapsulates the audience by offering multi-faced narratives they can explore and change.
Market research in art, culture, and heritage industries has provided a singular clue to developing long-lasting consumer bonds – active participation. Visitors of museums and art galleries desire experiences that offer opportunities to engage, connect, and discover with the unknown. These experiences are particularly influential in attracting and retaining younger audiences. With the delivery of immersive storytelling through state-of-the-art technologies, audiences are propelled into the future while being immersed in the unseen world of art and culture.
In the context of art, culture, and heritage markets, immersive storytelling is an excellent tool for promoting engagement. While the technology is engaging in itself, the content embedded within the solution also facilitates engagement through active participation and the formation of emotional bonds. For example, games and quizzes completed by visitors can be ranked on a leaderboard, which will, in turn, create healthy opportunities for competition amongst the general public or within private groups. By providing opportunities for engagement, audiences will gain an active role in their art and culture experiences, providing a greater chance of returning customers and the creation of emotional connections with content.
While immersive storytelling utilizes technology as a delivery method, the real connection comes from what is inside. Much like how you shouldn’t judge a book by its cover, immersive storytelling enables audiences to connect to the story behind artifacts or paintings that may seem one-dimensional at first glance. By creating authentic and meaningful content, users are given rare access to the largely lost world of art and culture, while creating lasting memories and emotional bonds to these hidden stories. This will increase visitor memory retention and will create ongoing conversations that will translate into returning visitors and an increase in visitation numbers.
As humans, we share a unique trait; the desire to discover the unknown. Through immersive storytelling experiences, audiences are empowered to do just that. The latest technology is making way for the creation of digital layers to any artifact or piece of art, allowing visitors to discover new content about the exhibit that wasn’t available previously. Using the latest storytelling techniques in narrative construction and custom digital resources, it’s possible to create experiences that immerse visitors in a world that ignites curiosity, imagination, and wonder.
Through immersive storytelling experiences, audiences are given the power to engage, connect, and discover the art and culture world through active participation. Digital content should be designed around increasing and reinforcing active participation roles for audiences to create lasting conversations and relationships with the art, culture, and heritage.
Learn more about 3rdi’s immersive storytelling tools today and check out our partnership page to find out more about how we work with our partners to create impactful immersive storytelling experiences.