The first article in this series analyzed trends in single-user VR content both in Taiwan and internationally, while the second article explored the business models of interactive multi-user XR experiences. In recent years, more and more immersive experiences came out, exploring abundant content ranging from single-user VR to multi-user XR experiences within diverse operational models offered by venues with different facilities. Traditional art spaces such as museums and galleries have begun integrating interactive technology into exhibitions to respond to this trend, and some have even built new venues specifically designed for immersive experiences. This article will introduce several immersive exhibition venues around the world, discuss how technical equipment affects the form and content design of the exhibits, and analyze their business operation models in terms of exhibition programmation and event nature.

Large venues transform entertainment landscape while hybrid operation increases commercial potential

Over the past years, many artistic and cultural museums have integrated VR or AR into their exhibitions, attracting visitors by introducing exhibits and their context with lively and interactive guides. In 2020, the Louvre used VR to bring Mona Lisa to life, allowing the legendary figure to step out of the frame and lead the visitors on a deeper adventure into the mystery of this masterpiece. In 2023, the Musée d'Orsay hosted an exhibition called "Van Gogh in Auvers-sur-Oise," in which the museum also offered “Van Gogh’s Palette,” a 10-minute VR experience enabling visitors to step into Van Gogh's paintings. Other exhibits even allow visitors to interact with an AI version of the artist, creating an unprecedented immersive experience. ( Source: Artnet、Musee d'Orsay、vivepostwave )

Compared to traditional museums and galleries that opt to redesign existing spaces to accommodate XR equipment, there are many new venues targeting the immersive experience market from the outset and building dedicated spaces. One notable example comes from the French private cultural operator Culturespaces, which spent five years transforming a 19th-century iron foundry in Paris into an immersive venue called the "Atelier des Lumières."  Opened in April 2018, Atelier des Lumières spans approximately 3,300 square meters and features 140 projectors and a spatialized sound system, creating a 360-degree exhibition space. This setup reinterprets classical masterpieces and fosters a deeper connection between the viewers and the artworks. The opening exhibition, “Gustav Klimt – Gold in Motion," transformed Klimt's famous works such as“The Kiss” and “Judith” into a dynamic audiovisual feast, attracting 650,000 visitors in total. Eight months after opening, the number of visitors has surpassed 1.2 million and remained at around 700,000 each year since then, showcasing the immense market demand for immersive art experiences and the success of its exhibition strategy. （Source: Atelier des Lumières、Financial Review）

In addition to its dazzling visual buildings, Atelier des Lumières also provides visitors high-quality auditory experiences. They collaborated with the pianist Luca Longobardi several times, and even invited the renowned Japanese composer Ryuichi Sakamoto to participate overseas for the 2019 exhibition “Dreamed Japan: Images of the Floating World.” Since 2018, Atelier des Lumières curates more than three exhibitions each year. After experiencing a 40-minute main exhibition and a 10-minute short exhibition, visitors can also explore the “Contemporary Creation”section, which offers emerging artists a platform to showcase their work. This also adds diversity to the curation and enhances the value of the visit. 

Besides its most famous Parisien digital art center, Culturespaces has expanded to many other countries including the Netherlands and South Korea, where it tours its immersive exhibitions.

On the other hand, the massive spherical building known as Sphere in Las Vegas provides a completely different entertainment experience. Sphere's unique spherical design features a 16K wraparound screen covering an area of 14,864 square meters, along with 167,000 beam-forming speakers and 18,600 seats. It also incorporates 4D effects through scent simulation, air jets, and vibrating seats, creating an immersive sensory experience. With its state-of-the-art technology, Sphere is an ideal venue for hosting large-scale events. ( Source: Sphere、The Hollywood Report、ArenaCapacity.com )

Sphere opened in September 2023, with Irish rock band U2 headlining the grand opening. U2 held 40 concerts, which were also filmed to be shown inside the Sphere as an immersive movie experience. In the second half of 2024, the iconic American rock band Eagles took the stage for a five-month residency with impressive ticket sales.

Besides concerts, the Sphere has also launched a cinematic experience called “Postcard from Earth.” Using surrounding audiovisual technology and interactive installations, the film takes the audiences on a journey to explore Earth and has quickly become one of Las Vegas' most popular tourist attractions.

Sphere stands approximately 111 meters tall and 157 meters wide, and the exterior is equipped with 1.2 million LED lights. Its display covers an area of 54,000 square meters, making it a striking landmark on the Las Vegas skyline. This has created advertising opportunities for Sphere, with well-known brands such as the NBA, YouTube, and Target utilizing its unique spherical design for distinctive ads. During the 2023 Formula 1 Grand Prix held in Las Vegas, Sphere, located right along the race route, served as a platform for live broadcasts and advertising, elevating the excitement of each race and showcasing the immersive venue's vast commercial potential. ( Source: Linkedin、BrandVision、SphereEntertainment )

Well-equipped venues bring new life to local culture with digital technology 

Here in Taiwan, film festivals, art galleries, museums, and even smaller art spaces have started hosting VR exhibitions. Immersive exhibition venues prosper in different regions, offering hybrid experiences through XR technology to meet entertainment needs while bringing art into a new digital realm.

AMBI SPACE ONE, established in 2021, is located on the 5th floor of the iconic landmark Taipei 101. The venue is divided into two areas: a 393-square-meter immersive exhibition area and a 234-square-meter multi-use area. The immersive exhibition area features 19 4K projectors with 11,000 lumens on the walls and 24 2K projectors with 10,000 lumens projected on the floor, creating a five-screen immersive space. The audio system includes 16 full-range speakers and 4 subwoofers, delivering 20-channel surround sound. Equipped with a 5G private network, SI system integration, intelligent environmental control, and lighting system, it offers the audience an impressive sensory experience. ( Source: AMBI SPACE ONE、TAICCA）

Since its opening, AMBI SPACE ONE has held over five exhibitions annually, developing diverse content and formats. Starting in 2022, the venue has promoted local digital IP content by introducing a new work every month, along with forums and talks on digital innovation and interdisciplinary topics. Exhibitions include the avant-garde "Meditating Algorithm: Immersive in the Life of Paul Chiang" which interprets the work of contemporary art masters through AI and generative art; and "The Man Behind the Myth - Leonardo Da Vinci TAIPEI" which analyzes the paintings and scientific notes of the genius. Another remarkable exhibition is the collaboration with Sheng Wuzhou Glove Puppetry Theater from Taichung for "Cave of the Silken Web," adapted from an immersive outdoor puppet show, showcasing the diversity and cultural concerns of Taiwan's culture tech exhibitions.

Moondream Reality, located in Whale Promenade No. 1 near the Kaohsiung Music Center, opened in 2022 as the first MR immersive theater in the world. It combines mixed reality with immersive projection and features five 4K projected surfaces, an outdoor LED wall with body sensor, radar sensors, laser equipment, Dolby 5.1 surround sound, and MR / VR headsets, pushing the boundaries of art with interactive technology.（Source：TAICCA、Moondream Reaility、Love Kaohsiung E-book）

Catering to weekend crowds, Moondream Reality operates from Friday to Sunday, offering over five exhibitions annually. It provides immersive theater experiences and MR interactive shows incorporating local history and natural ecology. As for family visitors, it also offers bilingual interactive theater for kids, blending immersive projection, interactive technology, and a ball pit to encourage them to explore and learn. In 2023, Moondream Reality collaborated with three Vtubers to host virtual interactive concerts, gathering fans and virtual idols together through digital technology. In 2024, it partnered with a band from Kaohsiung "KST" for a MR immersive music theater, continuing to explore cross-disciplinary opportunities.

Immersive venues transform the consumption of art and entertainment and lead the trends

With the flourishing of immersive experiences, technical equipment and spatial design of the venue have become crucial factors influencing how content is presented. From re-designed traditional cultural spaces to venues dedicated to immersive art, different technological configurations breathe new life into artworks, reshaping audiences’ engagement. Examples include the dynamic visual feast of Atelier des Lumières in Paris, the ultimate 4D entertainment of Sphere in Las Vegas, immersive entertainment venue Cosm in Los Angeles, BOCS in the Wales Millennium Centre in the UK, and immersive art museum mk2.Alt in France which will be opening in 2026. These venues not only show the vast application of immersive technology but also explore diverse possibilities of business models.

In Taiwan, venues like AMBI SPACE ONE and Moondream Reality further highlight the potential of immersive arts. Other locations, such as Banqiao Broadcasting Station in New Taipei City, the Dome at the Taiwan Contemporary Culture Lab (C-LAB), and MAGIC BOX @ Huashan 1914 Creative Park, also demonstrate the diversity of immersive exhibitions.

New era of exhibition: business opportunities of content creation and digital technology 

The immersive experience industry is growing rapidly worldwide, evolving from one of the artistic forms into more commercial entertainment oriented experiences with diverse formats. In Taiwan, the Taiwan Creative Content Agency focuses on developing original content and promoting exceptional works on the global stage; the Kaohsiung Film Festival and the VR FILM LAB at Pier-2 Art Center bring in a wealth of international works while nurturing local creators, balancing artistry with commercial growth. In addition to the rather simple distribution of single-user VR content, the trend is moving toward multi-user interactive XR experiences and immersive experiences with large-scale projections, all of which are shaping a sustainable business model for more engaging entertainment for the public.

As the number of immersive venues continues to multiply, each one varies in scale, equipment, and audiovisual effects, but they all share a common demand for high-quality content. Curators not only select contents that align with each venue's unique features but also explore co-production opportunities, integrating digital technology with dance, music, and theatrical performances to create new commercial possibilities.

With increasing global interest in XR, cultural technology content creators must remain flexible and innovative in order to consistently produce high-quality works. Through case studies in this series of three articles, we talked about some observations of the trends and potentials of the XR market. Through single-user VR, multi-user interactive experiences or other diverse applications in immersive venues, we look forward to all the innovative initiatives from the intersection of cultural content and digital technology.