From Galleries to Game-Changers: The New Home of Experiential Brand Launches
- Fantasium
- May 15
- 2 min read
Updated: Jul 14
From Amsterdam to Melbourne, experiential spaces are becoming today’s most captivating launchpads
In today’s saturated media landscape, attention is the new luxury. That’s why forward-thinking brands are turning to immersive art venues to stage their most high-impact product launches and activations.
Whether it’s a fragrance reveal in a room of swirling visuals or a fashion drop synced with generative motion, digital art spaces offer the emotional punch and shareable spectacle that traditional venues can’t match.
Here are a few of the most in-demand immersive destinations that brands are flocking to and why:
The LUME — Melbourne, Australia
A multisensory canvas for brands to connect with culture
Located at the Melbourne Convention and Exhibition Centre, The LUME is one of the largest permanent digital art galleries in the Southern Hemisphere. Known for transforming iconic artworks into fully immersive experiences, it has also become a hotspot for brand activations, fashion shows, and product launches. Its vast projection capabilities and curated ambiance offer a cinematic stage for experiential storytelling.
Why brands love it: The scale, cultural credibility, and emotional immersion create the perfect backdrop for high-impact campaigns, exclusive launches, and fashion-forward showcases.
NEXT — Amsterdam, Netherlands
Where brand stories meet generative media and spatial design
NEXT by NXT Museum in Amsterdam is an R&D and event space for next-gen digital expression. It blends real-time visuals, motion tracking, and sonic environments: the perfect playground for brands innovating at the intersection of tech, art, and culture.
Why brands love it: Tech-forward, boutique, and rooted in youth culture - ideal for launches that speak to a future-facing audience.
Frameless — London, UK
An immersive destination for art lovers and bold brand storytellers
London’s Frameless invites visitors into reimagined masterpieces through 360° projection and soundscapes. Its central location and refined curatorial tone have attracted lifestyle and fashion brands seeking a cinematic environment for storytelling.
Why brands love it: Elegant interiors, high-end production quality, and deep emotional engagement make it a standout for prestige campaigns.
Why It Works
Sensory storytelling – Surround visuals, sound, and motion create emotional memory
Customisation – Adaptable content, tailored atmospheres, and brand integration
Shareability – Spectacular, “Instagrammable” moments that generate earned media
Contextual alignment – Pairing products with cultural spaces deepens narrative value
At Fantasium, we help brands curate immersive impact
From content strategy to spatial storytelling, Fantasium works with brands and developers to create immersive moments that resonate — whether inside a digital art venue or as part of a bespoke setup. Our team has produced activations across Singapore and Europe, and we consult on turning venues into experiential platforms.
Explore our immersive curation services → www.fantasium.asia/experience-curation
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