Photo: Bruno Klomfar, courtesy of the artist
The Immersion Problem
We feel “immersive” to be an adequate adjective when there’s somehow a playful proposition for the visitor, when the audience’s point of view is expected to change according to its own decisions, when there’s a desire to blur the limits between the architectural environment and the artwork itself. Also, more lazily, when technology is involved, and more often than not, it’s used as a vehicle for brand activation.
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