The debate over what qualifies as immersive art continues from academia, galleries, independent creative circles, to commercial entertainment spaces. Yet, despite the unavoidable expiry date of each hype cycle, “immersive” remains the go-to adjective for organizations fighting for instant audience engagement.

​Drawing on her extensive experience spanning independent and commercial projects across North America, Europe and Australia, Ana Brzezinska—current Creative Director at Moment Factory, former Tribeca Festival Immersive Curator, and recurring collaborator with institutions such as the Barbican Centre and the Creative Europe MEDIA programme—offers her unique perspective on this phenomenon.

​In this talk, she will explore why the concept of immersion continues to captivate artists and audiences alike, even in a world where nearly everything is branded as immersive, and how to navigate the balance between innovation, storytelling, and engagement without losing common sense.