Immersive Rooms
Immersive Rooms and Digital Art: The Future of Experiential Communication for Brands Is Already Here
Neuroscience:
Immersive Rooms and Digital Art: The Future of Experiential Communication for Brands Is Already Here
In an era dominated by fleeting content and fragmented attention, creating impactful experiences has become essential for anyone aiming to stand out. In this context, immersive rooms – physical environments transformed through technology and digital art – are revolutionizing the way brands communicate, inspire emotion, and engage their audiences.
What Are Immersive Rooms?
Immersive rooms are experiential spaces designed to envelop the visitor in a multisensory narrative. Through a combination of 360° video projections, spatialized sound, dynamic lighting, motion sensors, and interactive technologies, these environments turn the viewer into an active participant, going beyond traditional passive engagement.
It’s not just about spectacle it’s a contemporary language where art, design, and technology converge to tell stories, convey values, and share visions in an immediate and memorable way.
As we often say in our insights:
“Immersive installations are a powerful tool to personally engage potential customers, offering them enjoyable moments and helping to establish a solid emotional connection with the brand enhancing both its positioning and awareness.”
“Lavazza Infinity Room”. DrawLight for Lavazza // ATP Final – Torino ]
Why Integrate Immersive Experiences into Communication Strategies?
Immersive experiences are not just eye-catching—they are high-impact strategic tools capable of strengthening brand identity and creating lasting emotional bonds with the audience. Here are some of the key benefits:
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Deep Engagement: An immersive experience captures attention and stimulates the senses, making the brand’s message more impactful and memorable. Years ago, our work on the Sensory Pool (Europe’s first immersive spa) confirmed that from a neuroscientific standpoint, immersive experiences generate greater active attention and focus on the present moment.
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Versatility Across Sectors: From fashion to automotive, from art to industry, immersive rooms adapt to different languages and targets, uniquely enhancing products and storytelling. They allow brands to communicate strong, clear messages—without shouting. These rooms can be tailored for any context: events, retail, brand museums, product launches, trade shows. Every project becomes a unique experience aligned with brand values and communication goals.
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Social Sharing and Message Amplification: Visually stunning environments naturally invite sharing, amplifying reach across digital channels. Surprising, spectacular, and engaging experiences become viral content—visitors photograph, film, and share them, turning into brand ambassadors.
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Perceived Innovation: A brand investing in immersive experiences signals attention to contemporary culture, creativity, and technology—key traits to be perceived as a thought leader. Brands that focus on sensory experiences can more easily convey their intangible values and vision, enriching both the purchase experience and product perception.
IMMERSIVE ROOMS – Iconic Case Studies
Melinda – Golden Theatre
For the Melinda Consortium, we created the “Golden Theatre,” a traveling immersive cube that tells the story of Melinda apples and the unique underground storage cells where they are kept. The installation literally transports visitors into the narrative, making them feel part of a memorable and deeply sensory journey.
The installation was also showcased at the G7 Agriculture summit in Syracuse (Ortigia Island), with over 15,000 visitors in just two weeks
Melinda Golden Theatre – DrawLight for Consorzio Melinda. Immersive Room permanent and traveling exhibition ]
Lavazza ATP Final – Infinity Room Experience
For the ATP Finals in Turin, we designed an infinity room experience for Lavazza focused on the seven rules of the perfect Italian espresso. This immersive journey guided thousands of visitors through the excellence of Italian coffee in a unique and multisensory experience of true value.
“Lavazza Infinity Room”. DrawLight for Lavazza // ATP Final – Torino ]
Brooks Running – Immersive Run London
For athletic footwear brand Brooks, we created the “Immersive Run London,” a collective immersive experience simulating a run through the streets of London. Using 360° projections and custom sound design, the installation plunged participants into a dynamic urban environment. It was the centerpiece of a London event that gathered journalists and influencers from around the world to celebrate the launch of the 2025 collection in a day of sports and community.
Brooks Running Immersive Run – DrawLight for Brooks EMEA 2025 ]
From Trade Shows to Flagship Stores, From Events to Brand Museums
Immersive rooms find application in a wide range of settings: trade fair booths, museum installations, corporate events, showrooms, concept stores. Each project can be customized to reflect the brand’s visual and narrative identity, turning the space into a truly three-dimensional story.
Alberto Gentilin
Project Leader DrawLight
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