[Here’s an interview with an award-winning designer of immersive environments – note the definition she provides for the term, and the many indirect references to presence experiences in her definition and throughout the interview. See the original version in Live Design Online for more images, and follow the links for more about Margaret Kerrison’s books. –Matthew]

Margaret Chandra Kerrison On The Art Of Immersive Storytelling

By Hannah Kinnersley
March 17, 2025

Margaret Chandra Kerrison is a six-time THEA-award-winning experience designer, senior creative director at TAIT, and the author of three books. Somehow, she also finds time to speak at SXSW 2025 and other conferences and host workshops on experiential events. Before TAIT, Kerrison’s career took her from Walt Disney Imagineering, to Airbnb, to her own multimedia and interactive company, MCK Creative LLC.

Her latest book, The Art of Immersive Storytelling, Strategies from the Gaming World, is a sequel to Storytelling for Real and Imagined Worlds, and is an essential primer for the next generation of immersive experience producers interested in using the same techniques that engage gamers for in-person events.

Kerrison spoke to Live Design about her work, how the discovery of themed entertainment and experiential design unlocked something within herself, and what audiences are looking for next.

Live Design: Can you tell us how you define an immersive environment in terms of the work you do?

Margaret Chandra Kerrison: An immersive environment is a carefully designed space that fully engages visitors through multiple sensory elements—visuals, sounds, textures, and even scents and tastes—while also integrating a compelling narrative. The most successful immersive environments transport participants into a different world, making them feel like active participants in a story rather than passive observers. They combine storytelling, interactivity, technology, and design to create a deep emotional and psychological connection with the audience. Whether it’s theme parks, museums, brand or live experiences, the goal is to engage the audience, making the experience feel authentic, meaningful, and transformative. At TAIT, we put this simply, by stating that we create moments that move people.

LD: Your educational background is in both engineering and creative writing, what has been the most helpful to your in your current career?

MCK: As a creative leader, I believe it’s essential to be multi-faceted and well-versed in both left-brained and right-brained thinking. The ability to think creatively as well as critically is a significant advantage.

I began my academic journey as a pre-law student at Tufts University, majoring in International Relations with a focus on Global Conflict, Cooperation, and Justice. I later earned a Master of Science in Engineering Management from Tufts University and a Master of Fine Arts in Screenwriting from the University of Southern California School of Cinematic Arts.

Through my studies in pre-law and engineering management, I developed strong research, problem-solving, and analytical writing skills, as well as expertise in managing people and processes. However, at my core, I have always been a storyteller and writer. Becoming a professional creative writer was a long-held dream of mine, and attending USC not only refined my writing but also taught me how to collaborate within a team and give and receive feedback effectively.

Everything I have learned from my diverse educational background has been invaluable in my career as an experience designer and as a Senior Creative Director at TAIT.

LD: How did you become involved in creating immersive environments?

MCK: My first foray into themed entertainment was with BRC Imagination Arts, a Los Angeles-based company where I collaborated with a talented team to create immersive experiences for the NASA Kennedy Space Center Visitor Complex, The Heineken Experience, the Information and Communications Pavilion at the Shanghai World Expo 2010, the AMOREPACIFIC Story Garden, and many other projects.

It was there that I fell in love with storytelling for immersive environments and experiences. I am always seeking new ways to tell stories and push the boundaries of what’s possible. My fascination with storytelling in physical spaces began in childhood, when I would create my own dollhouses, architectural drawings, miniature stage sets, and dioramas, among other creative endeavors.

LD: It looks as though you progressed from writing/online projects into real-world narrative projects. What attracted you to this career?

MCK: I’ve written episodes for children’s animated TV series, independent films, and even had a stint as an entertainment journalist. However, I found these mediums limiting for the kind of storytelling I wanted to pursue.

When I discovered themed entertainment and experiential design, it unlocked something within me. I realized that, in many ways, I had been training for this industry my entire life—an industry where I can craft stories that engage, entertain, educate, inspire, and empower through immersive experiences in all their forms.

The magic of this field lies in its constant evolution, offering endless possibilities to tell compelling stories—whether for yourself or your clients. But what I love most about this work is the collaboration. Finding like-minded people who are willing to embark on the bold journey of creating something truly spectacular is invaluable. When you’re part of a team where everything clicks, where you have each other’s backs, and where everyone is building toward the same goal—that’s the best feeling ever.

LD: When you take on a project, what is the key to the design? Do you work around the venue, or the story, or are you essentially problem solving a client’s vision?

MCK: All of these factors play a crucial role. There are always design parameters—whether it’s the venue, budget, schedule, or helping the client discover their story. Ultimately, you’re not just solving a problem; you’re helping the client define how they want to show up in the world and how they want to be remembered.

What’s important is building trust and mutual respect with the client. You need to become genuinely excited and passionate about their dream—because who wouldn’t want someone to help bring their vision to life? The client wants to know that you’re asking the right questions and helping them solve the right problems.

I start many of my projects by asking: Why this? Why now? Why you (the client)? Why here? And why them (the audience)? This process of questioning is like a self-interrogation, helping the client articulate their core values. Once we are aligned with their value system, the design naturally follows. Every detail is intentionally crafted to reflect those values, which then become the guiding principles of the project.

LD: What are some key pieces of technology that you rely on? Is everything state-of-the-art or do you still use things that have been around forever, such as Pepper’s Ghost?

MCK: We use a combination of technologies, ranging from cutting-edge innovations to tried-and-true methods. Ultimately, it all comes down to creative intent. Not every story requires the latest technology—especially if a client is working within a budget or aiming for a different kind of impact.

At TAIT, our goal is to develop solutions tailored to each project’s unique needs. Technology is simply a means to an end. It should feel seamless and organic within the story world, enhancing the experience rather than becoming the centerpiece.

LD: Can you share some projects where you have used a particular piece of technology and some images of those projects?

MCK: Star Wars: Galaxy’s Edge at Disney Parks as one example, as I had the opportunity to work on this project while at Walt Disney Imagineering. Star Wars: Rise of the Resistance is one of the most ambitious and technologically advanced attractions ever created. This groundbreaking ride seamlessly integrates multiple complex systems to deliver an immersive, cinematic experience, earning industry recognition, including a Thea Award for its technical achievements.

TAIT specializes in designing engaging and integrated technology that enhances immersion. A great example of this is the Warner Bros. Studio Tour Tokyo – The Making of Harry Potter. Our teams designed and produced the dynamic, seamlessly moving staircases and animated portraits, bringing the Wizarding World to life in a way that feels truly magical. These elements blend storytelling with advanced interactives, ensuring guests feel fully transported into the experience.

Looking ahead, our team continues to push the boundaries of experiential technology with innovations that are driving our vision for the future—creating seamless, personalized, and scalable solutions that enhance themed entertainment, live events, and beyond.

LD: What do you think audiences are looking for these days?

MCK: That’s a big question, and the answer really depends on who you’re asking and what audiences you’re serving. If I were to generalize, I’d say audiences are looking for something unique, personalized, and meaningful. I see hyper-personalization becoming the norm in immersive experiences—where every guest can embark on a unique journey within the shared context of the world.

Audiences want experiences that tap into their emotions. We are in the business of emotion. They’re seeking places to connect, spaces where they belong, and opportunities to feel part of something larger. With the ongoing conversation about the loneliness epidemic, our industry has a huge opportunity to create experiences that foster shared play and meaningful connections.

LD: What impact have video games had on live entertainment?

MCK: Video games have introduced a level of interactivity and engagement that has reshaped how audiences approach all forms of entertainment, including live, in-person experiences. With video games, audiences are no longer passive participants; they are active players, making choices, solving puzzles, and directly influencing the outcome of the experience.

This shift has significantly influenced immersive environments, particularly in themed entertainment and experiential design. Audiences now expect to be more involved in the narrative, often desiring interactivity, personalization, and agency within the environment. The gaming world has paved the way for concepts like story-driven experiences where the guest or participant is not just watching the story unfold but helping to shape it. This level of engagement has raised the bar for live experiences, from theme parks to immersive rooms, where participation and interaction are crucial components of the experience.

Furthermore, the visual and technological advancements in gaming—such as realistic graphics, 3D environments, and extended realities (virtual, augmented, mixed)—have raised expectations for what can be achieved in physical spaces. Immersive environments today often combine the best of video game technology with real-world elements, creating a hybrid experience that merges the digital and physical.

LD: Can you talk a little bit about the impact of AI on your projects? Whether for previz or on the finished product? How does is it change interactivity in immersive environments?

MCK: For previz, AI tools can help us simulate and visualize complex elements much more quickly and with greater accuracy. By using AI to automate repetitive tasks, we can focus more on the creative aspects of a project, improving efficiency and allowing for quicker iteration. It also helps us create more dynamic simulations—whether it’s predicting crowd behavior, lighting effects, or the interaction of different systems—so we can make more informed decisions before even breaking ground.

When it comes to the finished product, AI plays a role in personalization and interactivity, which is crucial for creating more engaging immersive experiences. We’re seeing AI-driven systems that can adapt and respond to guests in real-time, creating a more personalized journey. This can include AI-powered characters that adjust their dialogue or actions based on a guest’s choices, or environments that shift and change according to the behaviors of the participants. It enhances the sense of agency in the guest, making them feel like active participants in the world around them.

AI enables deeper levels of real-time interactivity within immersive environments. For instance, in a themed experience or interactive exhibit, AI can track a guest’s interactions with the space and adjust the narrative or environment in response to their actions. This creates a dynamic and lively experience, fostering a more fluid and engaging connection between the guest and the environment. Additionally, AI can retain memories of each visit, allowing it to tailor the experience for each guest during subsequent visits.

LD: What should marketing and event professionals know about how expectations for brand activations are changing?

MCK: They should understand that today’s audiences expect more immersive and interactive experiences from brand activations. The days of simply showcasing a product or service in a traditional way are behind us. Consumers want to feel like they’re part of the story, not just observers.

Brand activations need to engage on a deeper level, creating meaningful moments that connect emotionally with participants.

Personalization is key—audiences expect tailored experiences that speak to their individual interests and values. This means utilizing technology to create unique, adaptable experiences that respond to how guests interact with the brand.

Additionally, brands need to be purpose-driven. Audiences are increasingly looking for brands that align with their values and contribute to larger conversations about sustainability, inclusivity, and social impact. The best activations reflect this by not just promoting a product, but creating shared experiences that reinforce those values.

Finally, storytelling has become a critical tool. Brands can no longer just market their products; they must craft narratives that invite people into a world—whether physical or digital—that enhances the brand’s identity and creates lasting emotional connections. This shift towards deeper engagement and personal connection will define the future of brand activations.

LD: What is your advice for people trying to make a career in the industry?

MCK: Be multifaceted, but have a core discipline in which you excel. Be a team player—kind, generous, and helpful. I firmly believe that if you see a need, you should fill it. You become an indispensable part of the team when you help others perform their jobs better. Take the time to learn about your teammates’ disciplines, appreciate their work, and understand their language. By celebrating their contributions and uplifting others, you help strengthen the entire team.

And finally, be brave. Try new things, explore different industries, work with new companies, meet diverse people, and be a part of different teams. You’ll learn so much from every work experience and make lifelong friends along the way.

LD: What prompted you to write a book about this, and what can readers expect to take away after reading it?

MCK: I’ve written three books, and ultimately, I share what I learn. Writing helps me think through and articulate ideas and insights that I may not have fully realized or shared before. With each new lesson, I want to pass it on to others to challenge the notion that there’s something elusive that only a select few can attain. I believe it takes practice, years of hard work, and dedication to your craft. You have to put in the work. You have to be part of different teams and projects to improve at your job. Writing these books allows me to continue the dialogue and invite others to share in the excitement of our industry. My hope is that many of my readers feel heard and seen when they read my books.

For more information and to purchase her books click here.