The blooloop 50 Immersive Influencer List 2025

Myriam Achard is the voice and face of PHI on the international stage, where she has become a leading advocate for immersive art and new media creation.

As head of new media partnerships and public relations, she significantly influences PHI’s global identity. Her dual mission is to foster the growth of local and international avant-garde art and to support emerging creators pushing the limits of art, technology, and storytelling.

Since teaming up with Phoebe Greenberg in 2006, Achard has played a key role in promoting PHI’s bold goal to support artistic innovation and elevate creative voices globally. Led by their vision, PHI has transformed into a hub of cultural innovation, known for its daring, cross-disciplinary initiatives that blend art, film, music, and technology.

It now holds a prominent position in the international avant-garde, creating and sharing works that reach audiences from New York to Tokyo and Venice.

Achard has played a key role in creating renowned immersive exhibitions such as The Infinite, a virtual reality experience developed with Felix & Paul Studios that provided audiences with a unique journey into space. Her sharp curatorial sense and passion for discovery drive her to travel worldwide in search of innovative and immersive works, which she brings back to Montreal. This effort enhances the city’s cultural scene and strengthens its global connections.

Driven by a deep passion for innovation, Myriam Achard actively supports artists, collectives, and technologies that define the future of contemporary art. Her work reflects PHI’s commitment to creative exploration—connecting cultures, disciplines, and ideas to foster impactful and transformative artistic experiences.

Morgan Lloyd and Kate Bond are the creators of the interactive theatre performance You Me Bum Bum Train, launched in 2004. The show’s recent revival in London “has ignited an unparalleled cultural phenomenon”, said one person who nominated the pair.

“Their secretive, one‑at‑a‑time performance – set in a nondescript Shaftesbury Avenue office block – is theatrically breathtaking: intricate real‑world interiors, surreal scene‑jumps, and audience‑driven improvisation powered by hundreds of unpaid volunteers, all protected by strict NDAs,” they added.

“This latest incarnation underscores their legacy: more than 120,000 people applied within a minute for the mere 73 nightly tickets, making it the most-demanded production in the UK in years.”

Per the You Me Bum Bum Train website, “for the show to have maximum effect, the less you know the better”.

The nominator, however, added: “Lloyd and Bond’s commitment to community and empathy – describing the show as an 'empathy machine' that transforms perceptions and expands emotional bandwidth – has reshaped what immersive storytelling can achieve.

“Their re‑launch after an eight‑year hiatus demonstrates creative resilience and ambition: resurrecting what one reviewer dubbed ‘the vehicle for several lifetimes in 45 minutes’.”

As a director at Journey, a global design and innovation studio pioneering multidimensional experiences (MDX), Alice Britton's work continues to push the boundaries of what immersive visitor experiences can achieve.

Her leadership on the Saudi Arabia Pavilion at Expo 2025 in Osaka, Japan, exemplifies how immersive environments can change global perceptions and promote valuable cultural exchange.

Britton led the pavilion’s gallery experiences, blending design and content to showcase Saudi Arabia’s heritage and future vision. The digital, immersive content aimed to create a human experience, telling Saudi’s story through culture, real people, and voices woven into the architecture.

Britton led research trips and film shoots across Saudi Arabia, capturing authentic stories from diverse communities, from festival rituals in Rijal Alma to local artisans in Al Balad. Her focus on authenticity fosters an emotional connection between visitors and Saudi people in the Pavilion, transcending stereotypes and illustrating heritage.

Beyond storytelling, she promoted connecting creativity with sustainability, involving coral-restoring scientists in the pavilion's narrative.

Speaking to blooloop about the project, she said:

“It wasn't just a building with a story stuck into it. The building had to be the story, embedded into every surface, which was a challenging and beautifully ambitious brief.”

Through these innovations, Britton shows why she is a leading figure in the immersive industry today. Her work is characterised by a unique blend of creative daring, strategic foresight, and a strong respect for cultural integrity. She recognises that immersive environments are more than just visual spectacles – they serve as platforms for empathy, understanding, and collaboration.

One of the people who nominated Alice Britton said: "In a sector that increasingly values authenticity and purpose, Alice’s projects, which also include The Empire State Building Observatory and HomeForest, set the standard. By blending art, science, and storytelling, she is redefining what the future of global immersive experiences can be."

Felix Erdmann is managing director of BeWunder, a firm that creates multisensory experiences using a range of media and technologies. As the driving force behind BeWunder’s global projects, he has overseen the delivery of five World Expos, including 10 national pavilions at Expo 2020 Dubai and 14 at Expo 2025 Osaka.

His expertise extends beyond scale. Erdmann has played a pivotal role in delivering some of the world’s most renowned museums and immersive experience centres, establishing new standards for these spaces. Recognised as both a leader and innovator, he is often invited to speak at international panels centred on immersive cultural projects.

Erdmann discovered his passion for multimedia technology at 11, helping his dad with events. By age fourteen, still in high school, he was working for a rental firm. This sparked his interest in lighting and designing light shows.

He began his career in Shenzhen, China, where he founded his first start-up selling LED screens and lighting to Southeast Asia and Europe. Later, he returned to Germany to work as a freelance technical planner and project manager for corporate events, TV productions, and exhibitions.

In 2013, Erdmann joined Neumann&Müller in Munich, excelling on large projects like managing the New Mobility World at the IAA in Frankfurt. His skill in handling complex ventures led to overseeing five projects at the EXPO 2017 in Kazakhstan.

After a successful EXPO in Kazakhstan, Erdmann moved to Dubai in 2018 to lead Neumann&müller´s new' System Integration' unit, focusing on large multimedia systems for museums, exhibits, and EXPO pavilions.

In 2022, Erdmann had the opportunity to buy out the two Neumann&Müller subsidiaries he managed. With his co-managing director, they took full ownership, rebranded as BeWunder, and have since experienced double-digit growth, opening offices in Riyadh, Jeddah, and Tokyo, and expanding to a turnkey solution provider.

"Felix truly embodies what it means to lead with vision and influence in this field," said one nominator. "His impact is not only impressive, but inspiring."

Winston Fisher is chief executive officer of Area15, a collaborative venture between real estate development firm Fisher Brothers and creative agency Beneville Studios. Prior to joining Fisher Brothers in 2000, Fisher worked as an analyst at JPMorgan Chase. After completing his tenure at JPMorgan Chase, he joined Heller Financial.

Area15 is an experiential art and entertainment complex in Las Vegas, home to immersive activations, art installations, state-of-the-art technology, retail, and F&B. Experiences include a permanent gallery that showcases artwork inspired by festivals, an ever-changing Japanese maple tree and canopy with more than 5,000 LED lights, and an interactive giant skull covered in 3D projection mapping. It’s also home to Meow Wolf’s Omega Mart.

“It’s a cool space; it’s entertainment, it’s amusement,” Fisher told blooloop. “We are a storytelling company. It’s a word that you hear a lot, though only a few people actually do it with authenticity.”

Area15 opened in 2020 and has since expanded. The anchor tenant of the new expansion is a year-round eerie experience from Universal Destinations & Experiences inspired by Halloween Horror Nights.

Universal Horror Unleashed is the first-ever year-round horror experience developed by Universal Destinations & Experiences. Set in an abandoned warehouse, the venue features four haunted houses, themed areas with live entertainment, and a selection of spooky food and drinks.

Across the Area15 district, there are now a total of 23 immersive attractions, 11 F&B outlets, and more than 60 sculptures and 30 murals.

Through the end of 2025 and into 2026, Area15 will continue to introduce new experiences in Zone 2, including Felix & Paul Studios’ Interstellar Arc, the reimagined Boeing 747 multi-use event venue, and the largest-ever Museum of Ice Cream.

Laura Hess, experience strategist at Reuleaux, is recognised for her significant influence on the field through both creative innovation and community building.

This year, she launched the REMARKABLE report, summarising her visits to 500 attractions, theatrical shows, art installations, and more. Moving away from the often-covered theme parks, she concentrates on medium and small-scale installations worldwide. The report aims to develop a framework for analysing how these experiences contribute to guests.

It explores questions like why some feel more magical and whether agency is essential for transformation. Instead of ranking or seeking the'best,' the report highlights exceptional experiences and begins to examine how design choices generate meaningful moments for guests across manageable, sustainable scales.

Additionally, as a central figure in Everything Immersive, Hess has played a crucial role in developing a vital platform for immersive creators and fans, boosting voices, projects, and discussions that influence the medium's future.

Hess has previously said: “The goal of experience is not always to change someone. It can be to hold them. To meet them where they are. To help them feel more like themselves.”

One nominator said: "She bridges artistic vision and strategic production, empowering teams to realise ambitious, inclusive, and boundary-pushing projects across physical, digital, and hybrid formats. Through her leadership, mentorship, and advocacy for immersive storytelling as a powerful tool for human connection, Laura continues to redefine the landscape of experiential entertainment."

Tom Lionetti-Maguire is the CEO and founder of Little Lion Entertainment, the creators of The Crystal Maze LIVE Experience and the Tomb Raider Live Experience. He is also the CEO and founder of The Ents Inc., the company behind Chaos Karts. In 2019, he was named in The Sunday Times 100 Entrepreneurs of the Year.

Little Lion Entertainment is the UK’s largest immersive theatre company, with over 250 staff and close to 1 million satisfied guests. Speaking to blooloop in 2017 about the creation of The Crystal Maze Live Experience, Little Lion’s first production, and the inspiration behind it, he said:

“My background is as an actor. I trained a long time ago, did all sorts of West End jobs and other stuff, but then became aware of interactive theatre. I’m a big fan of what people like Secret Cinema and Punchdrunk do. I saw that there was this incredible appetite for live immersive experiences, where you become part of the show.

"That blending of the worlds of theatre and attractions was really exciting and inspired myself, Ben and Dean [ Ben Hodges and Greg Fittock ] to do something. So, we set up a production company, Little Lion Entertainment, and we kept coming back to this idea of a live Crystal Maze.”

Translating IP from the screen into tangible immersive experiences is one of Little Lion’s USPs, he added while speaking to blooloop about the Tomb Raider Live Experience in 2022.

“Despite the promise of the metaverse, I hope, and am convinced that the real world will always be the most interesting place that we operate. Taking the world of video games, taking the world of TV and films, then installing it into the world of theatre; you’re there doing it with your friends in real-time, right in front of you. That’s super interesting for me.”

In 2025, Little Lion Entertainment announced plans for a flagship venue in Dubai dedicated to The Crystal Maze Live Experience. It also announced it will open three new Arcade Arenas across the UK, including a flagship in central London.

Chih-hung Ouyang is the chairman and CEO of Brogent Technologies, a global leader in media-based entertainment, renowned for its state-of-the-art flying theatres and media-based attractions.

Ouyang's bold vision, leadership, and resolve foster a culture of creativity, resilience, and decisive action, enabling his team to overcome challenges and innovate. In 2008, he led Brogent in creating its first i-Ride Flying Theater, overcoming technical barriers with a proprietary design that provided an immersive experience.

This breakthrough not only advanced Brogent but also positioned Taiwan as a hub in motion-based technology and a global player in amusement attractions, showcasing Taiwanese innovation worldwide.

Building on this success, Brogent has sold over 100 rides worldwide. Led by Chih-hung Ouyang, the company has diversified products, expanded revenue, and advanced technology, broadening its market reach. Brogent now provides turnkey solutions including ride design, thematic design, digital content, and on-site operations to expand its services.

Niagara Takes Flight at Niagara Parks, opened in August 2025, is the world’s first flying theatre at a natural wonder. Developed by Brogent as a full turnkey solution, it includes thematic design, custom film, and advanced construction, offering guests a journey over North America’s landscapes. Brogent also expands its high-end products with new flying theatres and 8K LED dome simulators.

Brogent has made significant advances in large simulators, flying theatres, and motion-based attractions. Notably, Bermuda Storm, developed for Chimelong Spaceship over five years amid pandemic challenges, was recognised by Guinness World Records and won a Thea Award for Outstanding Achievement.

Brogent expanded its global content with the Volare Over Earth series, starting with Episode I: Africa, inspired by Ouyang’s vision to blend entertainment with environmental education. These films reflect Brogent’s commitment to engaging content that simplifies flying theatre installations.

Under Chih-hung Ouyang’s leadership, the company diversifies its product range, expands its film library, secures IP partnerships, and pioneers AI-driven immersive solutions.

Guided by “Fun is Our Business” and “Bring Dreams to Life,” Ouyang leads Brogent in creating joyful experiences that resonate globally and redefine immersive entertainment, shaping the future of the attractions industry and bringing memorable experiences to millions.

Dean Rodgers is a creative director at Secret Cinema, known for combining storytelling, interactivity, and spectacle to create memorable audience experiences.

His work regularly challenges the limits of immersive entertainment, turning passive viewers into active participants and reshaping audience engagement with narrative worlds.

Secret Cinema, founded by Fabian Riggall 18 years ago, has pioneered a new form of immersive cinema, converting classic films into live, location-based experiences where viewers wear costumes and actively participate in the story.

In 2025, Rodgers was part of the team behind the revamped Grease in London, which created an entirely immersive environment that brought the popular musical to life in an engaging and participatory way.

The show was led creatively by Secret Cinema's Matt Costain, senior creative director, and Merritt Baer, artistic director and lead producer of Secret Cinema, with Rodgers serving as creative associate.

Rodgers significantly influenced live immersive entertainment through The Crystal Maze Live Experience. He co-created and directed this interactive version of the popular TV show, transforming it into a theatrical game adventure that toured various cities.

The production received critical praise and achieved commercial success, showcasing his skill in turning beloved franchises into captivating, interactive experiences.

Throughout his career, Rodgers has developed a diverse portfolio of projects that seamlessly blend theatre, gaming, and experiential design. His innovative approach highlights audience participation, originality, and high-concept storytelling, establishing him as a prominent figure in immersive entertainment.

In addition to his creative pursuits, he mentors emerging creators, sharing his expertise and encouraging the next generation of immersive experience designers.

Dean Rodgers continues to push the boundaries of live, interactive storytelling, solidifying his reputation as a transformative leader in the field.

As CEO of Fever, a leading global live entertainment discovery platform, Ignacio Bachiller Ströhlein is an influencer in the field of immersive experiences and is also one of the key forces in shaping the sector going forward.

Since 2014, millions of people have used Fever to find the best experiences in their communities. With a goal of democratising access to live culture and entertainment via its platform, Fever encourages people to take advantage of distinctive local events and experiences, such as immersive exhibitions, interactive theatre productions, festivals, and more, while providing creators with the tools and data they need to produce and distribute experiences all over the world.

Fever was co-founded in 2014 by Bachiller Ströhlein, Francisco Hein and Alexandre Pérez Casares. In January 2022, the innovative entertainment platform raised €200 million in a round led by Goldman Sachs Asset Management’s growth investment fund. Fever has invested in popular global original experiences from the Stranger Things: The Experience and The Bridgerton Experience to Harry Potter: A Forbidden Forest Experience and Candlelight, the world’s largest classical music concert series.

In 2025, Fever partnered with Merlin Entertainments to launch two new immersive attractions in the US, Super Neon and Wondra, located in Minneapolis and Chicago, respectively. Described as an illuminated, mood-enhancing wonderland, Super Neon is at the Mall of America, while Wondra is a fantastical, nature-infused experience at Woodfield Mall.

Other recent partnerships include Moment Factory's AURA at Grace Cathedral.

One of Bachiller Ströhlein’s nominators called him: “Hugely influential…open, creative, thoughtful and incredibly intelligent."