Step inside the story: The future of immersive storytelling

As IAAPA Expo Europe 2026 drew to a close, a panel at Framestore’s London headquarters brought together leaders from visual effects, theme parks, gaming and shared reality to consider a central question for location-based entertainment: how can new experiences deepen audiences’ connections with the stories they already love?

The discussion, moderated by blooloop managing director Ella Baskerville, explored the enduring appeal of established intellectual property (IP), the role of nostalgia in immersive entertainment, and how technology can create new ways for audiences to engage with familiar fictional worlds.

Panellists included Julian Randall, business development and strategy lead at Epic Games; Andy Merkin, vice president of entertainment productions at Cosm; Bowie Faas, principal creative producer at Walt Disney Imagineering; and Eugénie von Tunzelmann, an independent visual effects supervisor and engineer whose career spans Framestore and Universal Creative.

The conversation offered a perspective on an industry increasingly blending physical attractions, digital environments and shared experiences.

As developers look ahead to IAAPA Orlando, the challenge is not simply to introduce new technologies, but to understand how they can bring stories and characters to life in ways that resonate with audiences.

Read the full story on blooloop. 

Are you heading to Orlando next? Members of our Immersive team will be at IAAPA Expo 2026 from November 16–20. We are also excited to share that Framestore Creative Directors Gavin Fox and Jason Fox will be speaking at the Expo presenting, "We Made a Time Machine in Our Garage: Creative Principles for Attractions" on Tuesday, November 17, 2026 at 3:00 PM. 

Sign up for the session through the IAAPA app and come hear them speak!