LAB IMMERSIEF

Danny van Zuijlen, a theater maker and immersive producer, established Studio Immersief in 2020. Together with director Ton Offerman and artistic director of artOloco, they have been exploring immersive theater projects. They decided to collaborate with Micha Wijngaarde from Wijngaarde & Partners to provide opportunities for young talent to develop immersive productions through Lab Immersief. Their vision involves merging old theater traditions with modern gaming elements to reach the audience of the future.

'Immersive theatre', an innovative form of theater that combines principles from traditional theater with elements from game design. Unlike regular theater, immersive theatre offers a three-dimensional, interactive experience where the audience becomes an active part of the story. They can freely explore the narrative world and choose their own path, similar to a virtual game.

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The genre is characterized by multiple sensory stimuli and interactions, including touching props, smelling the environment, and interacting with actors and other participants. The audience collaborates with each other and co-determines the story's outcome in an open-world experience that can be encountered in any sequence.

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Lab Immersief is an initiative that invests in the talents of the current generation by bridging the theater world with the gaming sector. They offer a space for young, talented creators to develop immersive productions, supported by experienced professionals. Lab Immersief is a home for theater makers who prefer immersive theater and serves as a workspace for students and alumni from various educational institutions.

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As a brand developer, I created their visual identity, including the logo, website, brand book, and team shirts, while also managing social media and developing a marketing plan to share their mission. This experience allowed me to merge creative storytelling with real-world applications, crafting designs that invite audiences to engage with the narrative.