Harvard Business Review LogoThey invite deep engagement by answering key questions people ask themselves.Super Nintendo World at Universal Epic Universe in Orlando © 2026 Universal StudiosImmersion is increasingly defining customer experiences in a variety of industries, yet too often creators of immersive environments rely on spectacle, advanced technology, or scale, which failsImmersion is redefining the consumer experience. On any given day, a visitor might enter Netflix House, where the streaming service’s hit franchises, including Stranger Things and Squid Game, are brought to life as walk-through destinations; step into teamLab Biovortex Kyoto, where large-scale artworks created through digital technology shift in response to people’s movements; or suit up at Sandbox VR, where teams move together, strategize, and battle apocalyptic zombie hordes or an authoritarian army on an alien planet. Camp has created a chain of toy stores where children step through a “magic door” into play worlds inspired by shows such as Bluey, Paw Patrol, and Peppa Pig. Nike’s House of Innovation stores turn shopping into a personalized, interactive sports journey. And Guinness’s Open Gate Breweries are engineered to feel less like a tour and more like a multisensory encounter with the brand’s flagship stout.A version of this article appeared in the July–August 2026 issue of Harvard Business Review.
Why the Best Immersive Experiences Succeed
Immersion is increasingly defining customer experiences in a variety of industries, yet too often creators of immersive environments rely on spectacle, advanced technology, or scale, which fails to create a lasting impact. The most effective experiences are based on the psychological state of absorption and guide participants through a progression in which they seek answers to six questions: Where am I? Who am I with? What can I do? What is happening? Am I making progress? Why does this matter? Many experiences address one or several of these dimensions, but those that help people answer all six questions are the ones that draw them in, keep them engaged, and culminate with a coherent sense of what it all meant. For companies, the payoffs of building effective immersive environments can be substantial, from increased revenues to higher customer satisfaction.
