Experiential art connects viewers to one another and to the work itself in ways that surround, captivate and fascinate - producing experiences that are anything but ordinary. It was only a matter of time before the advertising industry jumped on board. “I believe art is a bottomless pit to be used for experiential inspiration. It allows advertisers and brands to behave badly or strangely and with a shrug of the shoulders say 'it's art',” explains Campaign. For art purists, that may be an uncomfortable line of thought. For agency executives, it’s a line of thought that works.
A sea of viewers sits quietly enthralled, while a company of actors, established in their world of illusion, make believe they’re not there at all. An imaginary barrier that exists between actors and audiences in theatrical performance, the fourth wall carves out space for realism in a fictional world. But not only is the fourth wall being broken, but theater is on the move, traveling between spaces and city blocks, taking audiences along for the ride. This is immersive theater, and then some.