As the demand for multi-sensory, emotionally resonant environments continues to grow, so too does the confusion around what to call this evolving discipline. In order to grow as a field, we need a shared understanding of what we’re talking about when we say we design immersive experiences.

Wayfinding is more than just signs and arrows—it’s an immersive experience that shapes how people move through spaces. We integrate bold visual cues, interactive technology, and intuitive spatial storytelling to create wayfinding solutions that don’t just guide people but enhance their journey. Whether it’s a museum, workplace, or public space, we design navigational experiences that are as memorable as the destination itself.

Discover how innovative, human-centered design can transform office environments—boosting creativity, collaboration, and well-being—while challenging the uninspired, soul-crushing workplaces created by return-to-office mandates.

We analyzed market trends and compiled top line insights to bring you a report on the future of immersive retail experiences. Our findings reveal a critical shift in how successful brands are connecting with their audiences, particularly the youngest generation of consumers—Millennials & Gen Z—who are reshaping what it means to shop in-person.

Team building is essential for fostering a cohesive and productive work environment. While traditional activities like retreats and workshops have their merits, there's something uniquely powerful about creating a tangible artifact together. One approach that we’ve been fortunate enough to test and refine over the years is team building through the creation of art installations.

We’re always inspired by the potential of nature to create spaces and experiences that are not only beautiful and engaging but also sustainable and meaningful. While biodesign continues to evolve across industries, it’s already revolutionizing how we think about materials and production.

Immersive experience design is a multidisciplinary approach to creating spaces that engage individuals on a sensory, emotional, and intellectual level. It involves blending physical and digital elements to craft environments that tell stories, foster connections, and provoke meaningful conversations.

In light of the seemingly rampant exploitation of artists by AI companies, a number of partners have been asking about our stance on AI and it’s impact on visual artists. We wanted to share some lessons learned, but first share how we learned those lessons.

We’re constantly exploring the intersection of physical-digital realities and one thing we’ve repeatedly noticed is a lack of consideration for the physical environment when designing XR (“Extended Reality” encompassing VR/AR) experiences.

The Style Transfer Gallery, an interactive experience showcasing a live example of machine learning technology in an engaging, participatory way, while also highlighting some of the area’s amazing local artists.

At their core, physical experiences are about elevating spaces into places. Spaces are defined by their edges (think walls or boundaries). Places are defined by the activities and engagements happening within them. This evolution affords tremendous opportunity to transform real-world spaces to create meaningful experiences.

Britelite interviewed Rip DeLeon (formerly Capital One’s Physical Experience Design Director) about the value physical design brings to customer experiences.