Immersive exhibitions are reshaping the cultural landscape – and London’s oldest institutions are joining in

Immersive exhibitions, characterised by interactive approaches to art and storytelling, are rapidly transforming London’s cultural scene.

New venues like Outernet in Charing Cross and Frameless in Marble Arch allow visitors to explore iconic works of art like never before, even with a drink in hand.

And they’re becoming more popular than even London’s most archaic museums and galleries – with Outernet welcoming 6.25 million visitors in its first year, more than anywhere else.

But the trend isn’t limited to contemporary spaces.

Historic institutions are getting involved too, with the Natural History Museum’s latest exhibition, Our Story, narrated by David Attenborough, using immersive technology to engage visitors who might not traditionally visit and bring the natural world to life.

Kevin Wright, Head of Commercial Projects at the Natural History Museum, said: “Our Story has helped bring in new audiences and people who have previously felt that a museum might not be for them.

“It’s helping to challenge some of those pre-conceptions and by breaking those boundaries hopefully we can teach as broad an audience as possible about the wonder of the natural world.”

Watch the full video below.