In April 2025, the Tokyo-based art collective teamLab opened a 17,000-square-meter museum in Abu Dhabi. teamLab Phenomena, located in the Saadiyat Cultural District, became the world's largest digital art museum. Its galleries contain no paintings on walls and no sculptures on pedestals. Instead, visitors walk through rooms where mirrored surfaces reflect swarms of digital butterflies, where floating objects light up as they bounce across water, and where lines of light curl and twist in response to the visitor's own movement. The collective's global branding director, Takashi Kudo, said they aimed to create "new forms of perception" where "art expands the way we see the world." Read the report at The Art Newspaper.
Immersive art is art that surrounds and engulfs the viewer. Unlike traditional art, which is observed from a distance, immersive art places the viewer inside the work. The viewer enters the artwork rather than looking at it. This can be achieved through physical environments that fill rooms or buildings, digital projections that respond to movement, virtual reality that replaces the visual field, or combinations of all three. Immersive art has become one of the most commercially successful forms of contemporary art in the 2020s, drawing millions of visitors to dedicated venues and generating ticket revenues that rival major museums.
This entry covers what immersive art is, how it emerged from installation art and Happenings, which artists and collectives are defining it, and how it has changed the relationship between art and audience.
What Is Immersive Art?
Immersive art replaces the frame with the room. Instead of looking at a picture, you stand inside one. The boundaries between artwork, viewer, and space dissolve. The viewer's body, movement, and presence become part of the work, either through physical interaction (walking through a space, touching surfaces) or through digital responsiveness (sensors that detect movement and alter projections in real time).
The Observer noted in a 2024 review of teamLab Borderless in Tokyo that "any sense of reality is suspended once one enters the exhibition space" and that "this dynamic environment invites you to wander and abandon yourself to overexposure in a multi-sensory world." The review described the experience as "a collective ritual of initiation" where "everyone becomes a creator: people take pictures and video, moving in a co-creation space where they are both spectators and actors." Read the review at Observer.
Immersive art overlaps with installation art, but the two are not identical. Installation art creates environments within gallery spaces. Immersive art goes further by making the viewer's physical presence and sensory experience the primary content of the work. All immersive art is installation art, but not all installation art is immersive. A room of paintings is an installation. A room where the paintings are projected onto every surface, change in response to your movement, and extend to the floor and ceiling is immersive.
Origins and History
Happenings and Environments (1950s-1960s)
The roots of immersive art lie in Allan Kaprow's Happenings of the late 1950s and 1960s. Kaprow's 18 Happenings in 6 Parts (1959) at the Reuben Gallery in New York placed audience members in a space where simultaneous performances occurred around them, and where they were instructed to move between rooms at specific times. Kaprow wrote that "the line between art and life should be kept as fluid, and perhaps as indistinct as possible." These events broke down the separation between viewer and artwork that had defined the gallery experience.
Installation Art (1970s-1990s)
Installation art developed in the 1970s and 1980s as artists began creating room-sized works that surrounded the viewer. Dan Flavin's fluorescent light installations, James Turrell's light-filled rooms, and Judy Chicago's The Dinner Party (1974-1979) all created environments that the viewer entered rather than observed. Yayoi Kusama's Infinity Mirror Rooms, beginning with Phalli's Field (1965), used mirrors to create the illusion of infinite space, surrounding the viewer in a field of repeated forms that extended beyond perception.
Digital Immersive Art (2000s-2010s)
The digital turn in immersive art came with the development of projection mapping, sensor technology, and real-time graphics. teamLab, founded in Tokyo in 2001 by Toshiyuki Inoko, became the leading practitioner. The collective, which now has between 500 and 1,000 members including artists, programmers, engineers, animators, architects, and mathematicians, creates installations where digital projections respond to visitor movement in real time. Artsy noted in 2025 that teamLab "describes themselves as 'ultratechnologists'" and creates "wildly popular immersive digital installations that blur the boundaries between art, science, technology, and the natural world." Read the article at Artsy.
The Immersive Boom (2020s)
The 2020s have seen an explosion of immersive art venues. In 2024, teamLab's Tokyo museum, teamLab Planets, was recognized by Guinness World Records as the most-visited museum dedicated to a single art collective, with over 2.5 million visitors in a single year. Meow Wolf, a collective that started as a DIY group of Santa Fe artists, has opened permanent immersive venues in Santa Fe, Las Vegas, Denver, and Dallas, with Houston opening soon and a sixth venue announced for Los Angeles. The collective is a Certified B Corporation that collaborates with regional artists in each location. Read the announcement at blooloop.
Key Artists and Collectives
Yayoi Kusama (b. 1929)
Kusama's Infinity Mirror Rooms are among the most visited immersive artworks in the world. Phalli's Field (1965) used mirrored walls and a floor covered in white phallic forms to create an illusion of endless repetition. Later rooms, including The Souls of Millions of Light Years Away (2013) and Infinity Mirrored Room: Filled with the Brilliance of Life (2011), use LED lights reflected in mirrors to create the sensation of floating in infinite space. Read more about her work in our blog post on Yayoi Kusama and immersive art.
James Turrell (b. 1943)
Turrell's light installations create immersive environments using nothing but projected light and architectural space. His Roden Crater project, under construction since 1977 inside an extinct volcano in Arizona, is a monumental immersive work that uses the crater's chambers and tunnels to frame the sky, sun, and stars. His gallery installations, including the Ganzfeld series, use homogeneous fields of colored light to eliminate depth perception, disorienting the viewer in a space that seems to have no boundaries.
teamLab (founded 2001)
teamLab is the most commercially successful immersive art collective in the world. Their permanent museums include teamLab Borderless and teamLab Planets in Tokyo, teamLab Phenomena in Abu Dhabi (opened April 2025), teamLab Borderless Jeddah (opened June 2024), and teamLab Biovortex Kyoto (opened October 2025). Their work is represented by Pace Gallery and has been exhibited worldwide. The collective's philosophy centers on "changing the relationship between people and the world" through digital technology that responds to human presence.
Meow Wolf (founded 2008)
Meow Wolf started as a DIY group of Santa Fe artists who transformed trash into immersive art environments. Their first permanent installation, House of Eternal Return (2016) in Santa Fe, was created with support from George R. R. Martin. The collective has since opened venues in Las Vegas (2019), Denver (2021), and Dallas (2023), with Houston and Los Angeles announced. Their installations combine maximalist fantasy with narrative structures, creating immersive worlds that visitors explore by walking through interconnected rooms and discovering hidden passages.
Random International
Random International's Rain Room (2012) is a large-scale installation where rain falls continuously throughout a dark space, but sensors detect the presence of visitors and stop the rain above them, allowing them to walk through a downpour without getting wet. The work creates an immersive environment that responds to the viewer's body, making the presence of the person the factor that shapes the experience.
Immersive art is closely related to installation art, the broader category from which it emerged. It connects to Happenings and Fluxus, the participatory performance traditions that first broke down the barrier between audience and artwork. It overlaps with digital art in its use of projection, sensors, and real-time graphics, and with VR art in its goal of replacing the viewer's visual field. It relates to performance art in its emphasis on live, embodied experience. For broader context, read our blog post on Yayoi Kusama and immersive art, or explore our guide to VR art and immersive worlds.
See Immersive Art in Person
teamLab operates permanent museums in Tokyo (teamLab Borderless and teamLab Planets), Abu Dhabi (teamLab Phenomena, opened April 2025), Jeddah (teamLab Borderless Jeddah), and Kyoto (teamLab Biovortex, opened October 2025). In 2024, teamLab Planets in Tokyo was recognized by Guinness World Records as the most-visited museum dedicated to a single art collective, with over 2.5 million visitors in a single year.
Meow Wolf's permanent installations are located in Santa Fe (House of Eternal Return), Las Vegas (Omega Mart), Denver (Convergence Station), and Dallas (The Real Unreal), with Houston and Los Angeles venues forthcoming. Yayoi Kusama's Infinity Mirror Rooms are periodically on view at major museums including the Tate Modern, the Hirshhorn Museum, and the Broad in Los Angeles. James Turrell's gallery installations are exhibited worldwide, and Roden Crater in Arizona can be visited by appointment. For more on related practices, read our entries on installation art and digital art, or explore our post on installation art.
