Immersive as a wider movement is here to stay in the attractions industry this year. Within this burgeoning business, blooloop’s top immersive trends for 2025 include immersive wellness and water parks, new stories, themed food, environmental immersion, and nostalgic experiences.
But it’s no longer 2022, and immersive isn’t new anymore. Visitors these days expect quality, and creators of immersive experiences are working hard to improve and innovate their offerings – some of them enough to make our top trends report.
Others, however, are making headlines for all the wrong reasons. In February of last year, police were called to a Willy Wonka-themed immersive experience in Glasgow, Scotland, as furious families demanded refunds. The failed attraction was later recreated in LA. In September, an unofficial Bridgerton ball featured one stripper and a lone violinist for entertainment.
As always, some of our immersive trends for 2025 carry over from last year’s predictions, but keep reading to stay ahead of the game.
1. Year-round eerie entertainment
Among our immersive trends for 2025 is year-round eerie entertainment, which continues to expand in the attractions industry, particularly in the theme parks segment. Spooky attractions don’t just belong to the month of October anymore, as developers and operators attempt to meet growing demand for recreational fear.
Starting with Epic Universe, Universal Orlando’s fourth gate. The destination opens on 22 May 2025 with an entire land for Universal’s classic monsters, like Dracula, Frankenstein, Wolf Man, the Mummy, and the Creature from the Black Lagoon. Highlights include Monsters Unchained: The Frankenstein Experiment, described as Universal Orlando’s most terrifying attraction to date.
Dark Universe will feature state-of-the-art animatronics. “These monsters are scary,” said Gregory Hall, assistant director of creative design at Universal Creative.
Disney’s answer to Universal Orlando’s spine-chilling land is one where villains take centre stage. It will offer two new attractions, as well as retail and dining experiences. “In our story, a mysterious spell has been cast, summoning villains from every realm. In this land, heroes don’t come to save the day – and there may not be a happily ever after,” said Josh D’Amaro, chairman of Disney’s parks and experiences division.
But back to Universal, because the entertainment giant is a trailblazer when it comes to permanent horror. Universal is also preparing to launch a year-round horror experience at Area15 called Universal Horror Unleashed. The group’s first-ever permanent horror experience takes inspiration from Halloween Horror Nights at Universal parks and opens in Las Vegas next year.
Universal taps into demand for horror
“Universal’s rich history in the creation of the horror genre drove our desire to bring a year-round horror experience to the incredible entertainment offerings in Las Vegas,” said Page Thompson, president of new ventures at Universal Destinations & Experiences.
Theme parks are also busily updating their classic haunted attractions, or adding new ones, in a bid to attract a more menacing visitor. Last year, Europa-Park’s Ghost Castle attraction got a complete redesign and renovation. Elsewhere, Efteling’s new Danse Macabre ride features a unique ride system by Intamin, a creator of record-breaking amusement rides. Paultons Park in Hampshire, England is also introducing the new Ghostly Manor experience.
2. Unique overnight offerings
Walt Disney World may have bitten off more than it could chew with its ultra-ambitious Star Wars-themed hotel experience, which will now become Imagineering offices. However, distinctive overnight attractions remain one of our top immersive trends for 2025.
Holiday rental company Airbnb is innovating in this space with its night and day experiences in iconic properties like the Ferrari Museum and the house from Disney and Pixar’s 2009 film Up. Part of Airbnb’s Icons series, other locations include a recreation of the X-Mansion, the Musée d’Orsay‘s famed clock room, Prince‘s Purple Rain house, Delia Deetz’s home from Beetlejuice Beetlejuice (2024), and a controversial Gladiator II-themed experience at the Colosseum in Rome.
“Icons take you inside worlds that only existed in your imagination – until now,” said Brian Chesky, Airbnb co-founder and CEO. “As life becomes increasingly digital, we’re focused on bringing more magic into the real world. With Icons, we’ve created the most extraordinary experiences on Earth.”
Other hotel highlights of late include immersive suites at Disneyland Paris where guests can see a version of Aurora’s dress that changes colour, as well as the first fully Pixar-themed hotel in the US at Disneyland in California. Elsewhere, the Land of Legends theme park in Antalya, Turkey, is opening the country’s first Nickelodeon hotel. This will include a space to get slimed.
Hotel experiences by Airbnb, Puy du Fou
Another exciting experience in blooloop’s top immersive trends for 2025 is from French theme park operator Puy du Fou. The group’s new ‘Le Grand Tour’ attraction is an immersive five-night rail tour of France in an authentic Belle Epoque train.
Great Wolf Lodge, North America’s largest family of indoor water park resorts, is also enhancing the hotel experience with the ‘Legend of Luna’ show. Each evening at the Perryville resort, guests can visit the lobby for a multi-sensory storytelling experience, with projection technology and special effects transforming the space.
As for hair-raising overnight options, these are on the up. New offerings in 2024 included stays in the UK based on Lovecraftian horror from immersive entertainment company Lemon Difficult. In the US, one horror-themed hotel experience saw Peacock and Blumhouse team up for a stay at the Stanley Hotel in Colorado – the inspiration for the Overlook Hotel in Stephen King’s The Shining.
One of the most exhilarating all-night events of last year was The Static Sea, a hybrid experience that took place online and on an uninhabited island in the Bristol Channel. Ticket winner Lee Tappenden said: “You have to understand the setting of this island and how we felt. You are on a small unknown island. It is pitch black. The characters are lit only by candlelight or lantern. Few resembled humans and many of them were terrifying.”
3. Immersive technologies
One of the fastest-growing immersive trends for 2025 is new and emerging technologies used to enhance the visitor experience and surround guests in magical worlds. These tools include AR, holograms, LED screens, AV media and projection mapping. ABBA Voyage, for example, puts the band on the stage in a whole new way via cutting-edge technology, incredibly immersive lighting, and ABBA’s iconic songs.
The €2.3bn Sphere entertainment venue in Las Vegas (and coming soon to Abu Dhabi) boasts the largest and highest-resolution LED screen, as well as the world’s largest concert-grade audio system.
Cosm, a global technology company that builds end-to-end solutions for immersive experiences, has developed revolutionary immersive venue technology called Shared Reality. This seamlessly bridges the physical and virtual worlds through the company’s 12K+ LED dome display technology and immersive software and content.
Epic Universe in Florida looks like it will be an immersive trendsetter when it opens in 2025. Immersive technologies will be showcased across the “most technologically advanced park we’ve ever done”, said Mark Woodbury, CEO of Universal Destinations & Experiences.
Rides and attractions in the Harry Potter land include the Battle at the Ministry ride. Billed as one of Universal’s most impressive to date, this will include immersive environments and unique ride technology. “It will redefine, in my mind, what immersion really is,” said Anisha Vyas Burgos, assistant director of projects at Universal Creative.
Epic Universe: a technologically advanced park
The attraction will boast omnidirectional ride vehicles, a trackless ride system, high-resolution projections and media screens, smoke effects, motion simulation, interactive elements such as wands and wearables, real-time control systems, spatial audio technology, and AR.
Super Nintendo World at Epic Universe will offer Mario Kart: Bowser’s Challenge, which combines AR, projection mapping technology and elaborate environments. Donkey Kong Country will house a coaster with advanced engineering including dynamic track elements like gaps and splash effects. The House to Train Your Dragon land has a family-friendly coaster that simulates flying on a dragon utilising motion-based technology, and the Dark Universe land will be “electrified” with special effects.
Moving over to Saudi Arabia, which is investing heavily in its entertainment sector. Qiddiya is a multibillion-dollar destination with more than 400 attractions and experiences, from the world’s first Dragon Ball theme park to a gaming and esports district. Highlights also include an innovative stadium with state-of-the-art holographic technology, and a performing arts centre that will enhance the theatre experience with technologies such as VR, AR and AI.
Qiddiya City, the project’s entertainment hub, has partnered with technology company Globant to provide an immersive and digitally connected experience via AI, data analytics and cloud technology throughout the destination. Federico Pienovi, CEO and chief business officer of new markets at Globant, said: “We are not building a smart city; but creating an immersive, digitally connected experience that brings Qiddiya to life in ways that go beyond traditional entertainment.”
4. Environmental immersion
One of the newest immersive trends for 2025 is environmental immersion, or immersive experiences utilising the natural world. teamLab is, of course, ahead of the curve when it comes to this concept. The group recently opened a unique outdoor experience in Osaka, Japan that uses elements like wind, rain and sun to create artworks.
For the new exhibit, which is based on the concept of environmental phenomena, teamLab turned a demolished area of an Osaka Seikan can factory into grassland. Guests can see a selection of artworks created by the natural environment. For example, when the wind blows, an artwork appears in the sky. It shines when the sun comes out and glows when it sets. At night, heavy rain becomes crystals of light floating in the sky.
At Kew Gardens in Richmond, England, experiential artist collective Marshmallow Laser Feast is creating a new digital artwork focusing on one of the botanical garden’s oldest trees. ‘Of the Oak’ will be Kew’s first-ever outdoor digital art commission. It will take guests on a multisensory journey using real-world data to reveal the invisible web of water, oxygen and carbon at work within the oak tree.
Ersin Han Ersin from Marshmallow Laser Feast said: “We aim to plant acorns in the human imagination. Informed by science and created in collaboration with researchers, the project blends art, ecology, and technology to reveal the oak not merely as a tree, but as a living nexus of connection and reciprocity.”
Storytelling at landscape heritage sites
Also in the UK, the National Trust has launched its new HistoryScapes storytelling app to provide a “time travel experience” across three of its properties. The free app takes users on GPS-triggered trails at National Trust properties to connect visitors to landscape heritage. Ordinary people – a carpenter, a mill worker and a broom maker – guide users as they explore Saltram House in Devon, the Quarry Bank cotton mill in Cheshire, and the Devil’s Punch Bowl in Surrey.
5. Immersive cruise ships
The cruise industry has experienced a resurgence in recent years as operators like Disney, MSC Cruises and Royal Caribbean transform their offerings and build floating theme parks to immerse guests at sea. According to the Cruise Lines International Association’s (CLIA) State of the Cruise Industry report for 2024, the industry will see further growth and innovation.
Contributing to this growth is a shift in passenger demographics, with cruises now attracting younger guests as they add attractions like top-deck coasters, robotic thrill rides, interactive waterslides, and experiential entertainment.
Disney provides immersive experiences across all of its theme park properties, and its cruise line is no different. Each of Disney’s ships is home to spaces that extend the company’s storytelling tradition, designed to immerse guests in magical worlds. Highlights on Disney cruise ships include the AquaMouse ride, which integrates animated Disney shorts with a thrilling waterslide experience, as well as themed dining attractions and unique live productions.
The new Disney Treasure ship boasts the first-ever Haunted Mansion-themed bar with an extended storyline, magical drinks, and even a Ghost Fish Aquarium that uses practical effects and illusion technology. “It’s a parlor and a bar, but it’s really an attraction,” Daniel Joseph, executive illusions and effects development at Walt Disney Imagineering, told blooloop.
Disney’s storytelling tradition at sea
Another innovative cruise project is from Beaudry Interactive, an experiential design and production studio. The company worked on interactive underwater-themed environments on Carnival’s newest cruise ship, Carnival Jubilee. These include the underwater-themed Currents zone, a two-deck-high promenade with a massive wave-shaped LED ceiling, six LED windows, show lighting, and an immersive sound system.
In one experience in the Currents zone, guests can transform the space into six different aquatic worlds on the digital windows and ceiling, and visitors in a virtual aquarium can create a marine creature and watch it magically come to life on the screens.
“We designed the Currents zone on Carnival Jubilee as a transformative and immersive space, using innovative technology and imaginative storytelling to transport guests to whimsical underwater environments,” said Glenn Aprile, senior director of brand experience and product development at Carnival Cruise Line.
360, An Extraordinary Experience is a sensory dining attraction by Princess Cruises. The show stimulates all five senses using panoramic visual media displayed on curved LED walls, scents, a bespoke soundtrack, and interactive tabletops for tactile engagement.
6. Phenomenal food and drink
Another of blooloop’s top trends for 2025 is immersive F&B. A flourishing area of the entertainment business, fantastic food experiences are being introduced across the sector. One of the most exciting concepts of late is Europa-Park’s Eatrenalin, a media-based multi-sensory restaurant where guests are seated on ride vehicles.
Entertainment giants like Sony and Netflix are also getting into the LBE and F&B space. Sony’s Wonderverse in Chicago is an entertainment destination with offerings including a 21 Jump Street pop-up bar and a hidden (and haunted) speakeasy-style bar called The Ghost Trap. It also houses immersive experiences based on Sony brands such as Uncharted, Ghostbusters, Jumanji, Bad Boys, and Zombieland.
Streaming company Netflix is creating a similar experience with its Netflix House venues, the first of which will open this year in shopping malls in Texas and Pennsylvania. These experiential and immersive sites will offer attractions, retail and food based on shows like Bridgerton and Stranger Things.
Immersive art experiences are also theming food offerings. At Radio Tave, Meow Wolf’s latest exhibition, guests can visit a surreal dive bar in the afterlife called Cowboix Hevvven. This honky-tonk establishment is an immersive space with a working restaurant and bar.
Meanwhile, an immersive cinema and dining experience called Fork n’ Film serves dishes from classic movies at the exact moment that they appear on screen. It also uses state-of-the-art visuals and surround sound to provide a fully immersive atmosphere, engaging audiences’ senses beyond sight and sound.
Dining experiences are all the rage in 2025
At Electric Playhouse in Las Vegas, the Teatime in Wonderland F&B experience is themed to Lewis Caroll’s 1865 novel and billed as an immersive high tea. It combines motion-activated imagery and sound, interactive storytelling, and food prepared by celebrity pastry chef Keris Kuwana.
Finally, established food and grocery brands are providing projects in line with blooloop’s top 2025 immersive trends. Companies like Taco Bell are generating buzz (and money) with pop-up experiences like an “early retirement community” with “senior-inspired, sun-soaked daytime recreation, retail and dining”. Supermarket chain Lidl recently hosted an immersive experience (in complete darkness) for wine enthusiasts in Belfast and Dublin.
Back in the US, McDonald’s debuted several experiences based on WcDonald’s, the fast food chain’s fictional depiction in anime and manga. One element was an immersive dining experience in Los Angeles that put guests in the WcDonald’s universe via 360-degree projection mapping and tabletop projections.
7. Immersed in nostalgia
Operators in the attractions industry are also cashing in on the human experience of nostalgia, which can create emotional bonds and a feeling of shared history between guests. This is a mostly millennial-led immersive trend in the attractions industry currently, with many 1980s and 1990s brands being transformed into visitor experiences. What’s more, many millennials now have children of their own, and they want to share a nostalgic experience with them.
But let’s begin with retro gaming experiences, which are debuting across the world. Nintendo is at the forefront of this trend with its immersive Super Nintendo World and Donkey Kong Country areas at Universal parks (see above), but beyond that, New York’s Strong National Museum of Play is home to the world’s largest, playable Donkey Kong arcade machine.
Nineties kids, now in their mid to late 30s, may recall the 1997 Teletubbies craze. Well these millennials are being catered to by the likes of Area15. The entertainment complex put on the Tubbyland Rave last year, offering “a nostalgic blast from the past as Tinky Winky, Dipsy, Laa-Laa, and Po take you on a vibrant journey filled with hypnotic beats and dazzling visuals”.
“Whether you’re reliving childhood memories or diving into the whimsical realm for the first time, this rave promises to be a unique blend of fun and nostalgia,” said Area15 in a statement. As well as the rave, there were other Teletubbies experiences in Area15, including character interactions with Tinky Winky, Dipsy, Laa-Laa, and Po.
Evergreen brands are also part of this 2025 nostalgia trend. Take the upcoming Mattel Adventure Parks in Glendale, Arizona and Kansas City. Highlights in these destinations include Hot Wheels-themed coasters, a Barbie Beach House, and Thomas & Friends attractions.
A feeling of shared history between guests
Mark Cornell, president of Epic Resort Destinations and Mattel Adventure Park, told blooloop: “I’ve had a career of working with global IPs. Mattel came to mind and I couldn’t get it out of my head. It was my mother’s brand; 1959 – the birth year of Barbie. I had a suitcase of Hot Wheels in my closet when I was a kid. These are evergreen brands. They were relevant 60 years ago, and they are even more relevant today. Look at Barbie – $1.4 billion at the box office.”
The Barbie Beach House, he said, is for kids and adults: “I’m amazed at the wide demographic reach of Barbie. Our rooftop restaurant and bar experience will provide guests with mocktails; signature pink drinks for all ages. But we’re also going to have cocktails and it’s because that’s what the guest wants and certainly expects.
“From a trend perspective, people love to connect with their favourite IPs.”
Other nostalgic IPs to make LBE comebacks in recent years include Dungeons & Dragons, Friends, Will & Grace, Jurassic Park and Mean Girls. The latter was made into an official experience in Los Angeles and New York after the release of the new Mean Girls film last year. As well as themed F&B, it included recreations of the film’s most iconic scenes, the ‘Cool Mom Bar’, and a museum of set pieces and outfits.
“There was nothing more grool than the chance to bring the world of Mean Girls to life,” said Bucket Listers’ president of experiences, Derek Berry. “It’s truly one of those movies that has stood the test of time and cult fandom.”
And for the millennials, we predict a Blockbuster video-themed LBE revival this year, or maybe next. Perhaps a dining experience, or a retro arcade?
8. Immersive wellness
In recent years, we’ve seen immersive or innovative wellness experiences such as yoga classes at the Louvre museum in Paris, brain biohacking at Jumeirah hotels, a psychedelic breath-work experience at Area15, and gothic yoga for “weirdos” in Glasgow. Immersive wellness is one of the biggest trends to watch in 2025, and one of the fastest-growing travel sub-sectors, projected to reach $8.5 trillion by 2027.
Last year at greenloop, Lindsay Madden-Nadeau, senior director of wellness strategy at Red Sea Global, spoke about the use of technology and AI in the wellbeing business. New developments include robotic massage and the Chopra Foundation Institute’s AI-driven virtual wellness assistant.
Madden-Nadeau says: “Demand from new groups of travelers for more personalized, tailored and immersive wellness experiences based on individual preferences is on the rise. In a world where stress and health concerns are more prevalent, the wellness tourism industry must, therefore, embrace innovative practices and technologies to stay relevant and attract a broader audience.
Japanese digital art collective teamLab has been merging art and wellness for a while. One offering is a spa and tea ceremony in the forest. Another, teamLab Reconnect, is an art and sauna exhibition where visitors can experience the works while alternating hot saunas and cold baths. Ultimately, they enter a neurological state called ‘sauna trance’.
A similar idea is from Meow Wolf co-founder Corvas Brinkerhoff, who is creating an immersive spa called Submersive for Austin, Texas. Due to open next year, the wellness space will feature immersive art, video projections, lasers and AI.
Immersive spas with art and tech
Subversive calls itself a new kind of bathhouse that “takes you beyond relaxation into elevated states of consciousness including awe, wonder, inspiration, transcendence, euphoria, and hyper-presence”.
The new concept is “reinventing the art of bathing” with spaces that “integrate immersive art, neuroscience and social bathing elements to deliver measurable and repeatable state changes”.
The idea came to Brinkerhoff while he was visiting a Japanese-style bathhouse in Santa Fe. “I started getting flooded with images of how immersive art and steam and saunas and cold plunges could be integrated [into a bathhouse],” he told the Fast Company.
Immersive wellness is ideally placed to succeed in a transformation economy, Joe Pine told blooloop. He said: “There are a number of experience venues that are well-positioned to succeed in the transformation economy. First and foremost are those having anything to do with health and wellbeing, such as spas, fitness studios, and all things immersive wellness.”
He added: “But any experience-stager can and should think about how to make their experiences transformative, at least for those coming with a personal aspiration, even if it is just to have a better relationship with their family. How could you enhance the chances of that happening?”
9. Video game IP
Gamification, or interactivity, has been one of our top immersive trends for a couple of years and remains on our 2025 roundup – sort of. This year, we’re looking at the growth of gaming brands in physical spaces. At the top of this game are Nintendo and Universal, working together to create Super Nintendo World lands at theme parks across the globe.
In fact, the Super Nintendo World expansion has been so successful that it’s already being extended to offer a Donkey Kong Country area, inspired by Nintendo’s 1981 arcade game. Highlights include interactive experiences, themed F&B, and the Mine Cart Madness coaster, which boasts an unprecedented ride system and a unique coaster design.
Nintendo previously revealed plans for development beyond video games, and has delivered. The company also opened its first-ever museum, in Kyoto, Japan. The venue puts Nintendo’s history on view through interactive exhibits. In one area, guests can play Super Mario and Donkey Kong video games on a giant console.
In the US and UK, Merlin Entertainments is working with Minecraft creator Mojang Studios to create LBE experiences based on the best-selling video game. To start with, the two companies are investing more than £85 million ($110m) in two new attractions on both sides of the Atlantic. These will be powered by digital technologies, with guests also able to unlock exclusive in-game content.
Other projects in this field include a Pac-Man live experience from Little Lion Entertainment, a leading immersive attractions company, in partnership with Bandai Namco. This will be a playable version of the game.
LBE experiences for Minecraft, Pac-Man
Disney is also getting involved. The company recently invested a further $1.5 billion into Epic Games and is working with the video game developer and publisher to create a new “games and entertainment universe” connected to Fortnite.
Disney parks and experiences boss Josh D’Amaro said the Epic partnership will enable Disney “to bring together our incredible collection of stories and experiences from across the company for a broad audience in ways we have only dreamed of before”.
Finally, Sony is planning an immersive experience inspired by PlayStation and Naughty Dog’s post-apocalyptic video game The Last of Us. Sony’s LBE concept utilises high-definition video, 3D sound and smell technologies.
10. Immersive water parks
An immersive wellness-adjacent trend of late is one for immersive water parks that fuse aquatic attractions with art, nature or technology. Therme Group spearheaded the concept with its water parks and wellbeing resorts, which provide attractions like wave pools, waterslides, immersive digital art and botanical gardens.
One recent experience from Therme Group is ‘Immersive Sky: Forest Bathing Lupuna’ at Germany’s Therme Euskirchen. This multi-sensory “forest bathing experience” was installed by art collective Marshmallow Laser Feast and designers from the Love Triangle.
Guests enjoy a unique “forest bathing experience” through sound, scent, water, movement and imagery as they discover the story of the Lupuna tree, found in various parts of the Amazon rainforest.
Franz Hofstetter, CIO of Thermengruppe Josef Wund, said: “We are creating something new with innovative ideas using technologies and media that meet people’s needs.”
Another highlight in our top immersive trends for 2025 is Aquascope, a unique €57m immersive water park from French theme park Futuroscope. Its immersive zones are powered by digital technologies like projection mapping and lighting, spatialised sound, interactive elements, and choreographed water effects.
Digital technologies in water parks
Universal Rocks, an expert in planning, building and developing themed areas to reproduce the beauty of nature, built the rock scenery for several elements at Aquascope. Modulo Pi, a provider of media server solutions with a user-friendly design, is powering the audiovisual experiences at Aquascope.
Moment Factory, the multimedia entertainment studio specialising in the conception and production of immersive environments, also worked on the park’s immersive area.
“Water is an exceptional ally in creating immersive environments, offering limitless possibilities that we are only beginning to explore,” said Lyes Belhocine, general manager and producer, theme parks at Moment Factory. “Its unique qualities, blended with advanced technology, create an ideal setting for light and sound exploration. We are curious to see where this combination will take us in the future.”
Moment Factory also designed a trend-setting immersive multimedia attraction for Wilderness at the Smokies’ Wild WaterDome, the largest indoor water park in Tennessee.
The new offering, the Kaleidoscope Kavern Lazy River, is a unique tunnel that envelops guests in dynamic lighting, spatialised sound, and video projections as they float through a kaleidoscope of nature’s sights.
Companies like Octopus Design Studio are catering for this trend with products like FluidLED – the world’s first and only low-voltage LED display system created specifically for use in wet and harsh environments.
One more trailblazer on our list of immersive trends for 2025 is Aquaticar, an underwater adventure experience featuring two-passenger vehicles that are propelled along an underwater track using just the uplift force of bubbles to generate motion. This is coming to Aquarabia at Qiddiya in Saudi Arabia.
11. New stories
And last but not least on blooloop’s list of the top immersive trends for 2025 is new stories, by which we mean the translation of new, meaningful or historical stories into engaging visitor experiences. Many of the below are blooloop Innovation Award winners and runners-up.
We’ll begin with Bullanginya Dreaming – Luna Light Journey, a cultural entertainment experience produced by Laservision. The attraction combines history, art and technology to provide an insight into the rich traditions of the Bangerang people and honour their deep-rooted connection to the land.
Another impressive project is the International African American Museum, which is located on the waterfront site that served as the port of arrival for almost half of all enslaved Africans brought to North America in the 18th and 19th centuries. The museum shares their significant stories and celebrates the rich cultural contributions of their descendants. Exhibit design is by Ralph Appelbaum Associates (RAA), a multidisciplinary firm specialising in the planning and design of museums, exhibits, educational environments and visitor attractions.
And then there’s the Hagia Sophia History and Experience Museum in Istanbul, devoted to the UNESCO World Heritage Site and one of the world’s most important architectural marvels. It includes an immersive show that brings the 1700-year history of the Hagia Sophia to life, while high-end technology is used to reveal the structure’s rich past.
Telling sporting stories
Sporting experiences in this area include Rumble in the Jungle Rematch, a live immersive event that reimagines the epic fight between Muhammad Ali and George Foreman, and an immersive and interactive multi-room attraction that connects guests with football star Lionel Messi. The latter is a Moment Factory experience.
Rounding out blooloop’s top immersive trends for 2025 is an entirely individual experience called House of Erika Lust in Barcelona. This is the brainchild of Swedish film director and producer Erika Lust and brings the world of erotica to the immersive space. It uses technologies, including VR headsets, to immerse visitors in the world of Lust’s films. The content is based on fantasies sent to Lust by women.
“With this immersive experience, the goal was to offer a unique environment where inclusivity, diversity, and imagination come together to create something truly meaningful and free,” Lust told blooloop. “That’s why House of Erika Lust is the world’s first erotic immersive experience combining art, digital installations and porn. By moving sexuality into a shared, participatory environment, we then create a space where honesty, inclusivity, and imagination converge.”
