Immersive. You’ve heard about it everywhere. After all, Eventbrite reported that searches for “immersive experience” on its platform skyrocketed 83% over the past 12 months alone, event planning giant NPU earlier reported.
Advancements in technologies like virtual reality (VR) and augmented reality (AR) certainly help this uptick, according to Harley Hendrix, the managing director at New York City’s center for immersive experiences, Hall des Lumières. However, “due to our busy schedules and screens, we tend to go through life without fully appreciating the active moments we are in.” So, when it comes to cutting through the noise on the topic,
“the key is making guests forget about their day-to-day lives and schedules outside the event and become wrapped in the experience,” Hendrix said.
It’s not as easy as it sounds, though—to put on “an experience you live in instead of an event you were required to attend”—especially as the holiday season brings about company holiday parties that “have become somewhat of an obligation,” Hendrix explained. However, this poses an opportunity for event professionals to lean into their expertise in hospitality, Hendrix advised, because so much of what qualifies as an “immersive experience” is about a feeling.
At Hall des Lumières, the goal when working with brands like Equinox, Bushmills Whiskey and New York Fashion Week to put on an “arti-infused” yoga class, an epic tasting experience and a memorable launch party, for instance, is to have “guests leaving thinking about what they felt and saw,” per Hendrix.
“When guests leave feeling inspired, in awe and truly connected to what they’ve just seen and felt, it creates a lasting impression that extends beyond the event itself,” Hendrix added.
Hall des Lumieres, which is located in the landmarked former Emigrant Industrial Savings Bank.
According to Hendrix, these are the principles of putting on an immersive event at Hall des Lumières—which is located in the landmarked former Emigrant Industrial Savings Bank—that she believes make up a recipe for getting an immersive experience right:
Active listening
Sure, it may sound silly and simple, but it’s the basis of creating any sort of experience, let alone an immersive one, Hendrix explained to Vendelux. “Every organization has its own objectives, and our job is to translate their ideas into an environment that engages and inspires.”
“We ask questions, listen intently and then roll up our sleeves and get to work designing an experience that brings their vision to life,” Hendrix added, noting that it’s in active listening where challenges like budget can be worked around with creative solutions. “It is vital to respect the partnership and collaborate closely with clients to meet their goals and expectations without breaking the bank.”
Thinking beyond projection mapping…
Interestingly enough, Hendrix, who works for a venue that specializes in projection mapping, noted that “a common misconception is that ‘immersive’ simply means projecting videos onto walls, but true immersion goes far beyond that.”
“Immersive means transporting guests by engaging their senses, emotions and imagination. It’s about making people feel like they are not just observing the experience, but are an integral part of it. That is our intention and the level of connection we create,” Hendrix explained.
…but still stay clued into new tech developments
Though bringing in F&B experiences to elevate an immersive event can do wonders, “refining and staying apprised of new technologies is at the core of our identity in the immersive space,” Hendrix said of Hall des Lumières.
He encouraged other event professionals to do the same, as advancements in soundscapes, interactive design and other tech tools can level up “environments that feel both timeless and futuristic,” Hendrix offered.
How do you know you’ve nailed “immersive?” “You simply have to experience it for yourself,” Hendrix said, noting that she feels this is true of what guests experience at Hall des Lumières. “Words and descriptions can’t capture what Hall des Lumières offers—you need to see it, feel it and live it,” she concluded—and then perhaps you’ll be sufficiently inspired to plan your next immersive affair.
