What are your plans for later? Will you explore the Van Gogh landscapes, embark on a journey through ancient Egypt, or attend posthumous performances of your favorite musicians? These “immersive” experiences are increasingly prevalent, offering the tantalizing promise of placing us at the center of their narratives. The global immersive entertainment market is expected to be around $114 billion by 2024, and it could nearly quadruple to approximately $442 billion by 2030.

As both a journalist and a devoted fan of pop culture, I am captivated yet apprehensive about immersive entertainment. My most unforgettable experiences have been deeply personal and emotionally charged, leading to exhilaration, tears, and even moments of “cybersickness.” When immersed in these stories, particularly those conveyed through headsets, we find ourselves escaping the constraints of real time, a significant part of their allure.

However, my concern lies not just in escapism—great culture liberates us from the confines of daily life—but in the sense of isolation it can foster. Immersive events can often heighten individual experiences while diminishing the communal energy that nurtures a sociable atmosphere. As a result, even crowded immersive shows can feel like solitary pursuits, with fellow attendees resembling non-playable characters (NPCs) from video games.

Cultural scholar Kellen Zionz coined the term “narcissistic spectatorship”, which sharply critiques how we consume immersive entertainment. A study found that 83.9% of VR users experienced dissociative symptoms. While the long-term effects remain unclear, research highlights the recurring theme of experiencing and relying on isolation, as seen in a study focused on VR tourists.

One new immersive exhibition at the Barbican Centre in London, Feel the Sound, features imaginative and personalized installations. The “Your Inner Symphony” Sensing Stations generate unique visuals based on your physical responses to music. Luke Kemp, head of Barbican’s immersive programming, notes that these experiences fulfill the need for a “playful” cultural space accessible to everyone, regardless of prior knowledge.

Robyn Landau, co-developer from Kinta Studios of “Your Inner Symphony,” emphasizes a connection to our perception and inner senses. “These transformative experiences that link us to our individual selves fundamentally alter how we view the world and connect with others,” she explains.

Psychologist Sophie Janik Bowles suggests that immersive experiences challenge our processing capabilities, making them engaging. This can have profound restorative effects on our minds, allowing us to detach from everyday worries and become immersed in something cognitively, emotionally, and even physiologically different.

Inspired by the club scene, I was particularly struck by an immersive experience that captured the essence of the dance floor. An exhilarating Pursuing a Repeat Beat event, a multiplayer VR tribute to the UK rave scene, facilitates real-time interaction among groups of participants.

Yet, I sense a paradox within immersive entertainment; the rapidly evolving landscapes raise questions about their ultimate direction. While they offer opportunities for self-tuning, I question whether they enhance our connections with those around us. If we remain entrenched in self-reflection, we risk missing the broader perspective. Immersive entertainment may create a personal VIP experience, but culture ideally should unite us.

Arwa Haider is a London-based cultural journalist