The strategic immersion. Breaking conventional communication

Conventional communication methods are not wholly efficacious in engendering empathy and awareness, particularly with regard to environmental and social challenges. The objective of the present study is to explore the potential of immersive technologies (i.e. XR, i.e. VR, MR, AR) in the context of transformative and narrative design. The research projects under discussion are COLUX – Co-design platform using mixed reality for the luxury interiors sector and EMOTIONAL – Experience Made in Italy: The utilisation of immersive storytelling design for the purpose of promoting contemporary values and sustainability is a key theme. The strategic employment of immersive reality has been demonstrated to engender shifts in perspective, stimulate virtuous behaviour, and enhance the value of Made in Italy in a sustainable manner. Immersive storytelling design has emerged as a pivotal field for engaging, empathic, multisensory and multimedia communication, capable of activating a novel relationship between users, contents and values.