Why does everything have to be immersive experience now?

If you're already embroiled in the process of fine-tuning your summer plans, then you might have noticed a recurring theme.

- Katie Rosseinsky, The Independent

Perhaps you've seen an advert for a splashy new exhibition that promises to bring together multiple masterpieces by legendary artists “like you've never seen them before”... in a warehouse space half an hour out of town. Or you've had your interest piqued by a new theatre production, only to read the small print and learn that the show involves being chased through dark corridors by drama students. Maybe your most enthusiastic friend is trying to persuade you to join them in a “life-sized”, IRL version of a board game that surely no one actually likes.

Whether you're trying to enjoy a vaguely cultural day out, partake in a bit of organised fun, you need to remain vigilant, because you're at high risk of being “immersed”. In 2025, even the most mundane events and venues have somehow been rebranded as “immersive experiences”, promising to draw the visitor into a magical new world (and make them forget that they're actually in an out-of-town shopping centre, next to a deserted bowling alley). Just want to enjoy a painting or an exhibition in a straightforward way? Not allowed, sorry. You must pull on a virtual reality headset and be immersed.