Annwn Prize to Award Global Immersive Storytelling
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BRADFORD, ENGLAND – The Annwn Prize, the first global award recognizing excellence in immersive storytelling, was unveiled at The Big Thing, an immersive arts gathering. Wales Millennium Centre and crossover Labs are launching the award, with support from peter and Janet Swinburn. The inaugural cycle will run 2025-26, awarding the winning artist or studio £20,000 and a bespoke residency to foster new work development [[1]].
The Rise of Immersive Storytelling
The entertainment industry is undergoing a significant transformation. Audiences are increasingly seeking active experiences rather than passively watching screens. The Annwn Prize signals this shift,validating immersive storytelling as an art form [[2]].
did You Know? Immersive experiences are projected to generate over $12.7 billion in revenue by 2027, according to Statista.
What is the Annwn Prize?
Annwn, pronounced “Ahn-oon,” refers to “the Otherworld” in Welsh mythology, a realm of dreams and delights. The prize celebrates works demonstrating compelling storytelling, actively engaging audiences (like immersive theatre), and utilizing technologies that enhance or impact our sense of reality. These technologies include virtual reality (VR), augmented reality (AR), and other immersive media [[3]].
Selection Process and Timeline
International curators and commentators will nominate works. A selection committee will announce a shortlist of four finalists in November 2025. The finalists’ work will be showcased to the public in spring 2026 at an exhibition at Wales Millennium Centre, were a jury will select and announce the winner [[1]].
Key Dates
| Event | Date |
|---|---|
| Finalists Announced | November 2025 |
| exhibition at Wales Millennium Centre | Spring 2026 |
| Winner Announced | Spring 2026 |
Organizations Behind the Prize
Wales Millennium centre, located in Cardiff Bay, is Wales’s premier performing arts venue, dedicated to nurturing creativity and supporting emerging artists. Crossover Labs is a team focused on collaboratively shaping the future through art, storytelling, and technology. the Big Thing is an annual gathering for the immersive arts community [[1]].
The Growing Importance of Immersive Experiences
Immersive storytelling represents a significant evolution in how narratives are experienced. By placing the audience at the center of the story, these experiences create a deeper connection and a more memorable impact. This trend reflects a broader desire for engagement and participation in all forms of media.
Pro Tip: Consider how VR/AR technologies can enhance your own storytelling endeavors.
Frequently Asked Questions About Immersive Storytelling
What are some examples of immersive storytelling?
Examples include virtual reality experiences, augmented reality games, immersive theatre productions, and interactive museum exhibits.
What technologies are used in immersive storytelling?
Common technologies include virtual reality headsets, augmented reality apps, 360-degree video, and interactive installations.
How does immersive storytelling differ from customary storytelling?
Immersive storytelling actively involves the audience in the narrative, blurring the lines between observer and participant.
What kind of immersive experience would you most like to try? How do you see immersive storytelling evolving in the next few years?
Share your thoughts in the comments below!
