The Audience Experience in Immersive Art Spaces

Since the late 20th century, the traditional practices and roles of the established art world have experienced a major shift. The emergence of technology and the growth of commercialization are introducing new ways of displaying and consuming art, that are challenging the ‘white cube’ ideal and emphasize on the economic value of experience. At the same time, the ‘experience economy’ creates new needs to a diverse art audience, to which the museum exhibition environment needs to respond. Under those circumstances, art spaces and museums are challenged to reconceptualize their role by bringing individuals in the center of curatorial attention and being market-oriented, while having social and political relevance. Among the innovative changes of art spaces, the digital, immersive art displays are considered to generate intellectual and emotional stimulation in a unique and distinct exhibition environment. Taking this into consideration, this study aims to explore immersive art displays as cultural experience goods that can engage visitors and facilitate future museums in the provision of ‘experience services’. After conducting a quantitative analysis of 287 surveys regarding the individual visitor experience in three immersive art exhibitions, the study proved that immersive displays were perceived positively, they successfully met different expectations and they stimulated ‘leisure learning’ through escapist experiences that motivate individuals to re-visit again in the future. Reflecting the analysis in a post-museum context, it is implied that the immersive displaying practices could be used to address different consumption patterns and increase current, as well as future demand, while shaping tastes and conceptualizing the cultural value of the institution. Aiming for inclusiveness, participation and omnivorousness, the immersive museum experiences would also fit in a democratic context that allows diversity, active participation and meaningmaking practices in the exhibition environment.