Immersive Immersive Returns
in Partnership with HUB Montreal in October 2025
What is the Immersive Immersive?
The Immersive Immersive is a convening of performing arts organizations and immersive producers, creators, and industry professionals, aiming to build a distribution network for immersive art and entertainment. First produced in Denver, Colorado, in November 2023 by AMS Planning & Research, Blumenthal Arts, and Off-Center at the Denver Center for the Performing Arts, the Immersive Immersive expands internationally in 2025.
Photography by Amanda Tipton Photography
When is the Immersive Immersive returning?
The Immersive Immersive, HUB Montreal, and local collaborators, PHI and Place des Arts, are collaborating on joint programming for the 9th edition of HUB’s marketplace event, to be held in Montreal from Monday, October 20 through Wednesday, October 22, 2025.
More about the collaboration:
As part of HUB Montreal’s “Performing Arts” track, Immersive Immersive programming will take place on Tuesday, October 21 at the 7 Fingers and on Wednesday, October 22 at Place des Arts. Activities will focus on capacity-building for presenting and producing arts venues and how these can be strengthened to increase knowledge sharing around immersive arts and entertainment. The program will also look at market development to encourage business opportunities and the infinite possibilities of performing arts creation through new technologies.
Immersive Immersive attendees will have access to the full three days of programming and all its benefits, the opening and closing receptions, as well as an exclusive reception for the Immersive Immersive at PHI on Tuesday, October 21 and priority access to the special programming at Place des Arts on Wednesday, October 22nd.
Who should attend?
Everyone who is interested in building a distribution network for immersive entertainment is welcome to join us. Programming is being designed to support leaders of presenting and producing arts venues as they seek to build partnerships and include immersive entertainment as part of their offerings.
Who else will be there?
HUB Montreal is an annual conference and marketplace supporting work in the digital entertainment sector; last year’s convening had 950 participants from 23 countries, with over 115 professional activities to attend over the three days. Attendees include creative design studios, arts and culture leaders from not-for-profit, government, and commercial organizations, technologists, students, and more. This year, organized around the theme of “Infinite Possibilities,” additional programming will focus on design and architecture, real estate, partnerships, activating public spaces, and innovation in digital entertainment.
What kinds of programming will there be?
Programming will include deep dives exploring two projects that have toured North America to learn from those experiences; panelists from Quebec-based creative studies discussing their latest immersive and interactive projects; a series of “provocations from the field” to inspire attendees and help us collectively imagine what immersive might look like in the future; a workshop where Immersive Immersive attendees will work together to brainstorm solutions to the emerging challenges of touring and distributing immersive entertainment; and reverse “pitches” with leaders of performing arts centers and other venue operators presenting their venues and programmatic interests to help build partnerships and collaborations with creative artists and studios.
How much does it cost?
The HUB Immersion badge with the Immersive Immersive costs $816 CAD, inclusive of all taxes and fees.
Where do I buy my badge?
Join us in Montreal buy buying your badge at https://hubmtl.ca/imm25.
Already registered?
Learn more about planning your visit to Montreal, including travel and accommodations, here.
Want to hear more from our partners?
“The synergy between digital creativity and the performing arts has grown tremendously in recent years. At HUB Montreal, we’ve witnessed this again and again, which is why partnering with Immersive Immersive and key players on the Montreal scene like Place des Arts and PHI felt like a natural fit…We’re thrilled to bring the ecosystems of our two events together in this way and we look forward to showcasing this joint live arts program at the 9th edition of HUB Montreal.”
Rachel Parent
Executive Director of HUB Montreal
“Research shows that arts participants increasingly want more active, engaging entertainment; immersive experiences are a natural opportunity to meet those needs. We are excited to expand internationally, as we support efforts to build an ecosystem of performing arts organizations and content providers.”
Jon Faris
Managing Director of AMS Planning & Research
“PHI is proud to take part in this initiative made possible through the collaboration between HUB Montréal, Place des Arts, Immersive Immersive, and PHI. It reflects the strength of collective work among institutions committed to the future of immersive arts. This is a valuable opportunity to celebrate creativity, unite our expertise, and foster new connections among the talents shaping our field.”
Myriam Achard, Chief
New Media Partnerships and PR at PHI
“Place des Arts aspires to be a space for exchange and for bringing people together, ideal for hosting this major event devoted to the immersive industry. For many years our arts center has collaborated with artists and experts in exploring new technologies – among others with PHI, in its exhibition hall – always with the same eagerness to innovate and to introduce the public to new experiences. Hence, we’re proud to be acting as partner for this project.”
Marie-Josée Desrochers
President and CEO of Place des Arts
About HUB Montreal
HUB Montreal is a non-profit organization dedicated to driving local creative and cultural industries within the digital sector onto the international stage, through its annual event-market, tailored business initiatives and its strong global network.
Visit the Hub Montreal website here.
About AMS Planning & Research
AMS was founded in 1988 and is committed to the value of arts, culture, and entertainment in communities around the world. Our purpose is to help leaders, institutions, and the sector adapt and change to realize ventures that are effective, resilient, and vital. With more than 35 years of experience in service to arts, cultural, and entertainment organizations, our team brings knowledge and expertise to provide meaningful perspective in these dynamic times. We serve producers, presenters and communities through three practice areas: management consulting and project development, performance analytics (www.ams-analytics.com) and industry intelligence (www.artsintelligence.com). For more information, please go to: www.ams-online.com.
About PHI
Founded and directed by Phoebe Greenberg in Montreal, PHI is a multidisciplinary cultural hub at the intersection of art, technology, and music. Focused on the future of art and its audiences, PHI champions radical ideas through collective experiences, social engagement, and audience interactivity.
PHI offers a dynamic and diverse program that includes exhibitions, performances, installations, immersive experiences and artist-in-residence programs, fostering unexpected encounters between artists and audiences. Committed to creation, dissemination, and support for contemporary artistic practices, PHI stands as a leading cultural destination in the heart of Old Montreal.
Visit the PHI website here.
About Place des Arts
The objects of the Société de la Place des Arts de Montréal are to operate a business for the diffusion of the performing arts, to administer the Place des Arts de Montréal and the Amphithéâtre Fernand-Lindsay in Joliette, and to establish the artistic programming at the Maison symphonique for organizations other than the Orchestre symphonique de Montréal. These activities are to be conducted, more specifically, so as to provide a residence for major arts organizations and improve access to the various types of performing arts, and promote arts and culture in Québec. The Société produces, co-produces, and hosts artistic works originating in Québec or abroad, featuring both emerging artists and international stars, in collaboration with artistic organizations, producers, creators, and the entire cultural community.
Visit the Place des Arts website here.
Arts, culture and entertainment is our business.
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