Welcome! We are a professional media outlet dedicated to new forms of immersive storytelling — virtual, augmented, mixed, and interactive realities. We explore the global XR ecosystem through interviews, analysis, and a unique database of artists, works, and events shaping the industry.
Stories that shape the XR world
XRMust is the go-to media for immersive creation. We tell the stories behind virtual, augmented, and mixed reality — from visionary artists to cutting-edge studios and festivals redefining how we experience stories. With exclusive interviews, sharp analysis, and curated features, we connect the dots across the global XR scene. Read the latest stories.
The living archive of immersive creation
Behind the articles lies a growing database mapping the entire XR ecosystem: creators, studios, works, and events worldwide. Designed for professionals, this living archive helps you explore connections, discover new talents, and navigate the immersive industry like never before. Explore the database.
Expertise for your next project
From editorial support to strategy and curation, XRMust shares its field expertise with festivals, institutions, and brands. We design custom insights, program selections, and communication strategies to highlight the richness of immersive storytelling — from creative vision to audience experience. Work with us.
Our Latest Publications
KATÁBASIS, a VR walkthrough of NYC’s underground tunnels, Best Immersive Work at the 2026 Cannes Film Festival
The 2026 Cannes Film Festival awarded the prize for Best Immersive Work to KATÁBASIS, by Ugo Arsac. This virtual reality experience, which takes viewers on a journey through New York’s underground tunnels, exemplifies the Cannes Film Festival’s commitment to combining
Francesco Fiore and Alter Agent: building a universe between simulation and reality
Selected for the Immersive Competition at the 79th Festival de Cannes, RED PLANET 3009 opens a door onto the wider universe imagined by Alter Agent, first introduced in Italy last March through the immersive installation CAST FOR MARS. Across different
Behaviour Interactive and PHI Studio Announce the 2027 North American Launch of a New Immersive BLADE RUNNER Experience
Behaviour Interactive and PHI Studio are proud to announce the 2027 launch of a brand-new immersive experience inspired by the iconic BLADE RUNNER universe. This co-production, developed in collaboration with Alcon Entertainment, the holder of the BLADE RUNNER intellectual property
How multisensory storytelling preserves memory and deepens engagement – CPH:DOX Inter:Active
This year, CPH:DOX Inter:Active reflects on the theme of multisensoriality, fully entering a broader collective discussion and research process in which XR is the true protagonist. “The dominance of the audiovisual within media to date reflects a kind of ocular-centric
An Exhibition of Care: ./local_memory: soft systems at Gray Area
On Friday April 17th, the show ./local_memory: soft systems opened at Gray Area, San Francisco. This was a three night showcase of immersive art+tech installations by fifteen emerging Bay Area creators that reimagine the digital self through ritual, memory, and
Upcoming events
- SXSW London 2026June, 1, 2026 — June, 6, 2026United Kingdom 🇬🇧
- THE BLACK MIRROR EXPERIENCE @ Espacio Ibercaja DeliciasJune, 4, 2026 — August, 8, 2026Spain 🇪🇸
- Raindance Immersive @ Raindance Film Festival 2026June, 12, 2026 — June, 25, 2026United Kingdom 🇬🇧
- FIVARS – Festival of International Virtual and Augmented Reality Stories 2026June, 15, 2026 — June, 19, 2026Canada 🇨🇦
- Immersive Works @ Annecy Festival 2026June, 21, 2026 — June, 27, 2026France 🇫🇷
- Mifa Pitches – Immersive Experiences @ Annecy Festival 2026June, 23, 2026 — June, 24, 2026France 🇫🇷
Pick An Experience
