From “just a collection of objects” to “only tech show off”: Grasping a change and unpacking design approaches to multisensorial immersive exhibitions

In popular discourse, immersive exhibitions are often (and almost exclusively) associated with extensive use of new technologies and a high level of visuality. What is overlooked is the fact that immersive technologies are implemented to bring forth the narrative of the exhibition and to enhance the overall audience experience by providing inspirational and emotional layers. The multisensory layer, which surrounds and exposes the theme of the exhibition, supports the submersion of museum visitors in the storyline. For this reason, exhibition design is not tech- but story-driven, and digital methods serve only to reinforce the storytelling and create an immersive environment. New design approaches provoke a change from exhibitions understood as collections of tangible objects curated for structured exploration to active co-creation and co-production of experience by consumers interacting with the environment. In our research, we explore the shift from linear, curatorial-led exhibitions to multisensorial immersive experiences and investigate relations between place, space, story, technology, interaction and consumer in the process of exhibition co-creation.