IAAPA Orlando 2025: The Trends Shaping Immersive Storytelling

This year’s IAAPA is expected to spotlight how emerging technology such as real-time tools, AI, and reactive systems are redefining guest experiences. But for Framestore, the technology is only as powerful as the emotion it enables.

“AI will undoubtedly raise its head,” says Creative Director Jason Fox. “I can see those being both physical robots and real-time media characters. The continuing trend toward interactive and playful experiences will be there.”

Creative Director Gareth Smy also anticipates that AI will be a dominant theme: “There will likely be extensive discussions regarding the progress of AI and its potential to enhance the operational facets of a guest's visit to a park or experience. As experiences grow more interactive, the demand for advanced AI and real-time technologies is increasing, as both consumers and operators gain a deeper understanding of their applications.”

Display technology continues to push the limits of immersion, from next-generation media walls to parallax-defying visuals.

As Karl points out, “a limitation with most 2D screens is the lack of parallax, primarily due to their single or very limited viewing angles, which often compromises visual quality.” To overcome that, he says, Framestore “is collaborating closely with AV and SI partners on next-generation display technologies, particularly those that enable richer media-based experiences through advanced display technologies.”

Head of Partnerships Maximilian McNair MacEwan has his eye on another breakthrough: “glasses-less 3D is a very cool technology that is improving rapidly,” he says. “It presents some amazing opportunities to take media elements out of their box and make guests question what exactly it is they’re seeing.” Even small technical advances, he adds, can have outsized creative impact: “Small incremental improvements in display hardware add up to a big impact, and allow for more achievable wow moments.”

Amidst rapid technological change, IP-driven storytelling remains the cornerstone of themed entertainment.

“Successful IPs generate huge draw and excitement for Theme Parks and attractions,” says Senior Vice President of Immersive Heather Kinal. “Many of our biggest themed entertainment projects are based around IP, often showcasing new technologies to help tell that story or craft a new ride experience. Framestore’s relationship with IP means we have a deep understanding of what’s important to the creators and their fans, enabling us to  tell their story anywhere.”

Heather adds that ‘story’ is more than a narrative device; it’s an emotional one. “At Framestore, storytelling is in our blood,” she says. “Whether it’s on the big screen in feature-length movies or within our immersive experiences and attractions, we bring stories to life while embracing innovation, technology, and physical space to remain at the forefront of building world-renowned experiences.”

As digital and physical worlds continue to converge, the role of personal devices in LBE is becoming impossible to ignore.

“For LBE and immersive storytelling to truly become more immersive,” explains Karl, “the integration of digital devices needs to feel natural rather than forced. This natural integration will undoubtedly enhance the realism of the experience.”

Maximilian sees that shift accelerating. “Phones, phones, phones: guests continue to be more and more dependent on their personal smart devices, and they need to be factored into the design of attractions and experiences,” he says. “The options in how phones play a part in the experience are advancing at a blinding pace.”

For Business Development Executive David Michaels, this connectivity aligns naturally  with Framestore’s philosophy: “I think Framestore is a perfect fit for this, and I’m excited for our ‘Your Story Anywhere’ approach.”

Looking ahead, Framestore continues to bridge imagination and engineering across every kind of physical experience.

“Framestore will always be at the forefront in helping our clients mould their creative vision to reality by any means necessary,” says Jason. “Working in LBE is especially exciting due to the myriad of designs an attraction can take. We have a deep understanding of storytelling for LBE, through creative direction and VFX production.”

That spirit of ambition defines the Immersive team. As Max sums it up, “Our Immersive team are super passionate about what they do, and they want to be doing more than just crafting the pixels, it’s about creating a powerful experience.”

From award-winning visual storytelling to next-generation experiences, our Immersive team continues to shape how audiences engage with the worlds they love.

“Our mission,” comments Karl, “is to help audiences everywhere connect more deeply with the stories they love.”

Framestore’s Immersive team will be on the ground throughout IAAPA Orlando, exploring the latest in LBE technology, storytelling innovation, and themed entertainment. Connect with us to discover how we can help shape your next unforgettable experience.