Visitors' criticisms demand a shift from passive, encyclopaedic exhibitions with curatorial authority, to ones that engage visitors and place them at the centre of focus. This has ignited a change in approaches to exhibition design. One of them is the employment of immersive approaches together with strong storytelling, which can create memorable experiences and redefine the visitor experience. This study investigates the design and production process behind immersive exhibitions, which requires the close collaboration of multidisciplinary experts.

Technology-driven design can support the creation of storytelling experiences that offer innovative ways of transmitting knowledge and information. New technologies also have emerged as tools for making art relevant again and making museums and art galleries hybrid places in which the virtual and digital aspects of stories are combined with corresponding physical artefacts. Observing people’s reactions and behaviors in those hybrid environments requires the examination of ways in which they engage with space in the process of meaning-making by changing and adapting the space to suit their means. Even though differentiation of the concepts of space is broadly explored in the literature, in the context of mixed reality experience design has become hazy again. In our work, we explore practitioner’s view on the ontological issues with defining experience space and discuss its in-betweenness, inseparability and unrealness.