Experts in immersive experiences emphasize the importance of blending storytelling with technology. While visuals and sound can captivate an audience, a compelling narrative is essential for lasting impact. Luke Malcolm from Notch advises starting with a clear outline and basic prototypes to test core elements before expanding the project, ensuring that ineffective ideas are identified early on. Catherine Turp from Moment Factory highlights the need for a digital-physical feedback loop, where the audience feels part of the story. By mapping digital content to physical triggers, creators can transform viewers into active participants. Luke Halls points out that the narrative should be instantly recognizable, focusing on how audiences move through the space and experience emotional shifts. Arturas B. Candido stresses the significance of scale in design, using large projects like the Sphere in Las Vegas as an example. A bigger canvas can create experiences that are otherwise impossible. Finally, building visuals in layers allows for a natural discovery process, making it easier to adjust elements without a complete overhaul when unexpected tech issues arise. Reducing latency is also critical; smooth interactions are vital for maintaining immersion.