7 Ways Immersive Storytelling Sparks Emotions (and How We Do It)

At the heart of what we do is the belief that stories should be felt, not just told. From walking through a glowing forest to letting multimedia take you into an interactive journey, immersive storytelling brings emotions to life—joy, belonging, curiosity, calm. These aren’t just effects; they’re at the core of how we design. Our experiences invite people to pause, feel, and connect—with a place, a story, and each other. And while the journey may feel personal, the emotion it stirs is often shared, collective, universal even. Because that’s the power of emotional engagement: it meets people where they are, and gently draws them into something bigger.

So how does emotion guide our creative process? Let’s break it down—one feeling at a time.

Finding Calm (and Reminding You to Pause)

In a world that rarely slows down, immersive spaces can offer something rare: a moment to breathe.

Whether you're rushing through a busy airport or navigating the everyday grind, calm doesn't often come easy. That’s why we intentionally design narrative events that invite people to pause, reflect, and reconnect with themselves—and the world around them.

Take our installation at 1001 Robert-Bourassa: a corporate lobby reimagined as a living, breathing space of light and nature-inspired storytelling. Through biophilic design, flowing visuals, and ambient soundscapes, it transforms a busy area into a welcoming space that fosters calm and encourages  human connection.

When you step into Light Cycles, one of our touring night walks, nature comes alive through shifting illuminations and harmonious sound. Set in existing natural spaces, the experience transforms each location into night-time art destinations—connecting you to universal rhythms of the outdoor world. 

These emotion-driven experiences aren’t just soothing—they're grounding. By blending storytelling techniques with multisensory design, we create immersive spaces that gently remind us to be here, now. And if you ask us, that reminder has never been more needed.

The Magic of Pure Delight (and the Moments That Make you Smile)

Joy is the spark that turns a simple moment into something unforgettable.

As immersive storytellers, we design for delight—from playful interactions to larger-than-life surprises—because joy isn’t just a feeling; it’s a form of connection and wonder.

You’ll find it in Winter’s Dream, where festive magic meets multimedia. Set in the heart of winter, this immersive story blends digital and real-world elements to invite visitors of all ages to explore, play, and celebrate. Light dances, sound responds, and suddenly, the cold feels a lot warmer.

With our Augmented Games, fun takes center stage at city squares and indoor spaces, transforming them into interactive playgrounds. Here, players dive into games that light up through laughter, movement, and friendly competition.

These joyful moments may seem small, but they leave a lasting glow. They remind us to move, to play, to feel alive. And if joy is contagious, then we’re proud to help spread it—one immersive experience at a time.

The Thrill of Fear (and Why We Love a Good Scare)

Over a decade ago, in a shadowy corner of Foresta Lumina, a mythical creature stepped out from the trees—and we saw something powerful happen. People leaned in. They whispered. And to this day, they keep coming back.

That first brush with fear lit a spark. Ever since, we’ve been exploring how thrill can heighten emotional engagement in real time. Far from shying away from fear, we now design for it—because fear doesn’t push people away. It pulls them in deeper.

That journey has led us to Ghost Boat: our first foray into the world of scare attractions. In collaboration with Dells Boat Tours, we’ve transformed Wisconsin’s Cold Water Canyon into a multimedia descent into darkness. Through a haunted pathway, every step draws you deeper, and each sound a chilling reminder that something might be following you.

This is environmental storytelling at its most visceral. With light, sound, and spine-tingling visuals as our tools, we build tension through the entire visitors’ journey—turning fear into fascination and fright into applause.

The Spell of Mesmerizing Moments (and Our Fascination With the Surreal)

There’s something widely captivating about spaces that feel surreal, hypnotic, and almost psychedelic, boosting our brains to shift the way we see, feel and capture mesmerizing moments. 

You can experience it as you float through Kaleidoscope Kavern, where dazzling projections and immersive sound transform a lazy river into a technicolour party of art and music.

At the Vegas Sphere, we joined forces with our long-term collaborator, prolific rock-band Phish, crafting a mind-blowing four-night concert series. The result? A one-of-a-kind wildly trippy concert experience, where music and visuals collided in a surreal fest for the senses.

So, whether you’re drifting through a neon tunnel or grooving surrounded by epic visuals on the biggest screen on earth, remember: sometimes, the most unforgettable experiences aren’t meant to be explained—but felt, like stepping into a dream.

Timeless Nostalgia in a High-Tech World (and the Warmth of Looking Back)

Not all immersive stories look to the future. Some of the most powerful experiences take us back—into memory and stories that shape who we are.

At Le Village Québécois d'Antan, we explored cultural nostalgia by reawakening a historic 1893 village through light, sound, and interactive elements. As night falls, the familiar turns surreal, blending heritage with a touch of the unexpected. It’s a place where history and imagination meet—and the past comes to life in real time.

Then, there’s The Grand Magic Hotel, where nostalgia takes on a more whimsical tone. Designed as a fully immersive experience, the hotel’s physical spaces become portals of playful enchantment. Every hallway, every corner sparks curiosity—reminding you that childlike wonder is never far away.

Whether drawing on history or the heart, these experiences use environmental storytelling to evoke a feeling that’s both indescribable and instantly familiar—from eras we wish we knew to the enchanted worlds of our favourite childhood stories.

The Call of Curiosity (and The Urge to Discover The Unknown)

Curiosity is where every great story begins. It nudges us forward, opens hidden doors, and leaves us asking: How did they do that?

That sense of intrigue is built into everything we create. In Oceanides, our second Dance in a Box collaboration with Royal Caribbean, we brought the unexpected underwater—delivering a surprise twist to passengers who suddenly found themselves immersed in a mesmerizing performance. The delight comes not just from the visuals, but from the mystery of how it all came together.

AURA Invalides invites you on a breathtaking sensory journey, where the monument takes a life of its own—every part of the experience, every detail, intrigues and surprises. The simple act of standing under the iconic Dôme and witnessing its transformation is sure to spark curiosity.

These are the kinds of immersive experiences that invite you to lean in, to wonder, to want more. Behind each moment is a blend of storytelling and technical artistry designed to stir not just emotions—but creativity. Because when curiosity is sparked, something new comes alive.

The Art of Belonging (and the Feeling of Sharing Something Bigger)

If there’s one thing that makes a moment truly unforgettable, it’s this: feeling part of something greater—together.

Through environmental storytelling across diverse physical spaces, we create immersive experiences that invite us to connect and belong—not just with a story, but with the world around us as well.

In Onhwa’ Lumina, created in close collaboration with the Wendat community, a poetic world awakens as night falls. As you walk through the forest under a starry sky— light, sound, and an ancestral narrative echo the cycle of life, guiding you on a deeply moving journey—one that reminds us of our profound connection with all living things, and with one another.

Inside Heart Strings by UNICEF USA, that sense of humanity and connection resonates throughout the experience—taking us into a glowing space of light where stories of real children around the world are activated. As guests contribute to a growing, universal song, the experience becomes a powerful, collective  journey filled with empathy and hope.

When connection takes center stage, the experience becomes more than visual. It turns into an unforgettable moment that creates a sense of belonging, followed by a beautiful collective ripple effect.

What’s Next in the Future of Immersive Storytelling?

The possibilities are endless—but the key lies in how deeply we can make people feel.

As new forms of storytelling evolve, and technologies like virtual reality, augmented reality, and mixed media become more accessible, the next frontier isn’t just digital—it’s emotional. It’s about crafting immersive experiences rooted in physical presence and real human connection.

At Moment Factory, we’re not just exploring where the future of storytelling is headed—we’re helping shape it. Our mission is to create narrative spaces that don’t just entertain, but move people. To gather communities, spark curiosity, and invite everyone into stories that leave a mark and create remarkable memories.

This is the future of human emotion.

We invite you to step inside—to explore, to feel, and to be part of the story.