About Us

What is Immersive?

Immersive isn’t new. It’s been around since humans discovered the power of storytelling. Attached to the drawings on the caves of our ancestors is a story and a message. An experience so inherently “immersive” that it inspired humans to create greater and better things. But as our species continues to advance, so do our standards for what qualifies as Immersive. 

At TXI, we believe three crucial components must be satisfied for an experience to be considered immersive. First, the design must be intimate. A sincere and honest connection must be made with the audience through libraries worth of research that deeply understands the user’s pains, gains, wants, and needs. An experience must also be interactive such that the user feels they have a personal stake in the story being told. The story cannot move forward without their participation, and the user should be acutely aware that they are needed. Lastly we require the design to integrate experiential elements so that the story feels real. Friction between the story’s reality and the user’s reality can break engagement.

If an experience truly satisfies these needs then an audience will be immersed in a story that can provoke genuine action and true connections.

The Mission

At Texas Immersive Institute, our mission is to empower storytellers to design participatory experiences that harness emerging technologies and impact the world.

The Vision

To be the world's leading hub for immersive innovation where interdisciplinary teams imagine the future of human experience and build it into reality.