Ian Xiang

Immersia XR is a London-based immersive entertainment company and the creator of XR Walking Theatre, a format where audiences physically walk inside story-led digital worlds. Designed for mainstream audiences, the experience combines storytelling, movement, and shared participation to create highly engaging social experiences. Immersia XR develops location-based formats that can be deployed across retail, leisure, and public spaces, from pop-ups to large-scale installations. The concept is designed to drive footfall, increase dwell time, and offer a repeatable, content-led attraction for modern destinations.