Immersive theatre blueprints for hybrid storytellers

Immersive theatre is thriving because it borrows from UX research. Every audience member becomes an active participant, and the experience adapts to their choices. When I interviewed directors at the Edinburgh Fringe, they revealed whiteboards that looked suspiciously like service design maps.

Hybrid storytellers understand that attention is our most fragile resource. They choreograph light, sound, and proximity to guide people through spaces the way designers guide users through apps. The secret isn’t technology—it’s empathy.

As brands experiment with experiential marketing, they can learn from small theatre companies. Build narrative prototypes. Observe how people move. Adjust before opening night.