D+DX: Pioneering the Future of Immersive Experiences
In an era where entertainment consumption is evolving rapidly, D+DX emerges as a revolutionary force at the intersection of high-quality spectacle and sustainable live attraction operations. A division born from the global powerhouse Done+Dusted, D+DX carries forward a 30-year heritage of crafting grand-scale events while boldly venturing into the fast-growing immersive sector. Their mission transcends the conventional boundaries of live entertainment, seeking to democratize culture and redefine storytelling within physical spaces with a painstaking focus on the guest’s experience.
At the core of D+DX’s philosophy is a commitment to accessibility and inclusivity, bridging the often polarized world of immersive events—from high-end theatrical productions to the so-called “selfie factories.” Adrian Pettett, CEO of D+DX, emphasizes, “I want to see immersive theatre and entertainment live at the centre of the cultural digest and landscape and be open to everyone.” This vision challenges the notion that immersive experiences must either be elitist or superficial, instead offering culturally meaningful encounters accessible at scale. Hamish Hamilton, director and executive producer renowned for directing the most-watched live shows in history, highlights the division’s foundational purpose: “We created D+DX as a dedicated division to recognise the huge growth in the market for live immersive experiences… working in immersive means we are looking obsessively at audience experience.”
D+DX’s creative blueprint is deeply informed by Hamilton’s groundbreaking broadcast work, which masterfully balances intimacy with spectacle. Creative Director Ben Cooper describes this synthesis: “His particular style, bringing the camera right into the heart of the action so you feel like you’re there with the performer, and then pulling back to show the spectacle of the stadium, is this amazing language he’s developed.” Translating such dynamic visual storytelling into physical, walk-through environments is a unique challenge, realized in projects like the Saudi Arabia Pavilion at Expo 2025 Osaka. Cooper explains how the design guided visitors through a journey of scale and nuanced detail, from vast architectural spaces to intimate studios where art and music came alive. This duality of scale and intimacy—combined with a narrative that unfolds through exploration rather than passive reception—is a hallmark of D+DX’s immersive artistry.
What sets D+DX apart in the immersive media landscape is not only their creative ambition but also their rigorous operational discipline derived from the live event sector. Project Manager Hannah Blatch underscores the importance of sustainability beyond the opening night, stressing that “operational sustainability isn’t just about whether a mechanism functions, but whether it is intuitive for the staff who need to operate it at 2 pm on a Tuesday, long after the premiere red carpet has been rolled up.” By integrating real-world constraints into the creative process early on and fostering a culture of fail-safe planning, D+DX ensures that their experiences maintain creative integrity without sacrificing practical reliability. This approach is crucial in a medium where audience immersion relies on seamless and repeatable performance.
Moreover, D+DX innovatively bridges the live and digital realms by embracing content capture as an integral part of the experience. Rather than viewing smartphones and social media as distractions, the company leverages live content creation to deepen engagement and extend the guest relationship beyond the physical visit. Pettett highlights the importance of this approach for younger audiences, explaining, “Live content capture as you go through the live experience… adds to the commercial model, it provides opportunities for partners and brands and creates a lasting memory to be shared on social platforms, so your visitors become your evangelists and stakeholders.”
Within the broader fulldome and immersive media community, D+DX’s work resonates as a blueprint for how large-scale production expertise can be adapted to immersive storytelling environments that demand repeat visits and sustained engagement. Their projects embody a convergence of narrative precision, sensory spectacle, and operational excellence reminiscent of renowned immersive theatre pioneers but scaled to new heights of accessibility and durability. As immersive content gains prominence in dome festivals, touring experiences, and hybrid educational-entertainment venues, D+DX’s methodology of combining broadcast-level creativity with hands-on audience experience management positions them as innovators who are shaping the genre’s commercial viability and artistic future.
D+DX’s expanding portfolio—from original IP like Fame Factory to collaborations with international brands and culturally authentic projects in Saudi Arabia—illustrates their versatility and commitment to local storytelling voices. Their approach underscores a future where immersive media is not merely a novelty but an indispensable cultural medium capable of seamlessly blending digital, physical, and broadcast elements into a unified storytelling platform. For immersive media professionals and enthusiasts worldwide, D+DX offers a compelling vision of how spectacle, intimacy, and sustainability can coexist to redefine the landscape of live experiences.
Originally reported by Bea Mitchell via blooloop.com on 2026-02-18 05:30:00.
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