Experience design is driving innovation and experimentation across every form of audience engagement, from theme parks and museums to retail and mixed-use attractions. Museums are introducing augmented reality (AR) and virtual reality (VR) experiences, malls are incorporating museum-like attractions, and theme parks are creating entirely new formats of immersive storytelling. Discover what's happening at the cutting edge of experience design. Who are some of its leading proponents, and what are the effective combinations they are exploring? What unique qualities continue to attract audiences to immersive experiences in shared physical (i.e., nondigital) spaces? How do we entertain, enthrall, and find meaning in a world of 18 billion connected devices?