Dr. Joanna Bucknall (Birmingham University), The Immersive Experience Network, (IEN): an empirically responsible, dialogical approach to Building a Collaborative Creative Community

The Magic of Immersive Experiences: A Journey with Dr. Joanna Bucknall

Imagine we're gathered in a cozy corner of our favorite café in the Solent region, the air rich with the aroma of freshly brewed coffee. We're a diverse group – academics, local government officers, creative sector development agents, and enthusiasts, all united by our passion for the creative and cultural industries. Today, I want to share with you the essence of a fascinating presentation I attended at a recent symposium, one that I believe holds significant implications for our region.

The speaker was Dr. Joanna Bucknall from the University of Birmingham, a lecturer in Drama and Theatre Arts, and a founding member of the Immersive Experience Network (IEN). Her talk, titled "The Immersive Experience Network (IEN): an empirically responsible, dialogical approach to Building a Collaborative Creative Community," was not just informative but truly inspiring.

Dr. Bucknall began by expressing her delight at being back in Southampton, a sentiment that resonates with many of us who have seen the Solent region transform over the years. She described IEN as a network uniting creative communities across the spectrum of live and location-based immersive experience-making. "It's everything from scare attractions like zombie farms... to escape rooms... to theatrical worlds like Punchdrunk’s Burnt City," she explained. This description alone paints a vivid picture of the diverse and dynamic nature of live/location-based immersive experiences, (LIE), a sector that is burgeoning right here in the Solent region.

One of the key challenges Dr. Bucknall highlighted was the cultural diffusion of the term 'immersive', which has become almost meaningless to both audiences and creatives. This is a crucial point for us in the Solent region, where distinguishing our unique cultural offerings is vital for attracting both local and tourist audiences. Dr. Bucknall emphasized the need to reclaim and structure this term to cut through the cultural noise.

The formation of IEN, as Dr. Bucknall narrated, was rapid and driven by a clear need in the community. From initial informal meetings in December 2021 to becoming a legal entity in April 2022, the network's growth was nothing short of phenomenal. "IEN currently has over 3000 members," she shared, a testament to the burgeoning interest in immersive experiences. This rapid growth mirrors the potential we have in the Solent region to develop our creative and cultural sectors.

Dr. Bucknall's discussion about the 'live location-based experience' was particularly intriguing. This encompasses a wide range of activities, many of which are already popular or have potential in our region. From theatrical performances to interactive experiences, there's a wealth of opportunity for creative expression and audience engagement.

The IEN's approach to building this network was grounded in four core strategies: events programming, bespoke data sets and research, resource library development, and dialogical exchange. Each strategy was tailored to meet the community's needs, generate revenue, or serve as an advocacy tool. This multifaceted approach is something we can learn from and adapt in the Solent region.

One of the most striking aspects of Dr. Bucknall's talk was the emphasis on community and dialogue. "We don't do anything without consulting," she stated, highlighting the importance of a participatory approach in developing the creative sector. This is a crucial takeaway for us – fostering a collaborative environment where all voices are heard and valued is essential for the growth of our creative industries.

As we think about the future of the creative and cultural industries in the Solent region, Dr. Bucknall's insights offer several actionable recommendations:

1. Embrace and Define 'Immersive': We need to clearly define what 'immersive' means in the context of our region's cultural offerings. This clarity will help in marketing our unique experiences to a broader audience.

2. Foster Collaborative Networks: Like IEN, we should aim to create networks that connect various creative communities, facilitating knowledge exchange and collaborative opportunities.

3. Engage in Empirical Research: Understanding our audience through data and research will enable us to tailor experiences that meet their interests and attract investment.

4. Prioritize Community and Dialogue: Our strategies should be community-driven, ensuring that the development of the creative sector is inclusive and representative of diverse voices.

5. Explore Diverse Revenue Streams: Investigating various funding and revenue models will ensure the sustainability of our creative projects and initiatives.

As we finish our coffees and pastries, let's ponder how we can apply these insights to enrich the Solent region's creative landscape. How can we, as a community, redefine 'immersive' to showcase our unique cultural identity? What collaborative opportunities can we create to bring together artists, creators, and audiences in meaningful dialogue?

I invite you to share your thoughts and ideas. Let's not just be passive participants in the growth of our region's creative and cultural industries. Instead, let's be active architects, shaping a vibrant, inclusive, and dynamic future for the Solent region.

This blog post is a summary of a presentation given at the Networks of Practice symposium at Solent University on Friday 19^th January 2024. The event was sponsored and hosted by Creative Network South with support from Solent University. The event was convened by Dr Roy Hanney, Associate Professor Media Practice.

You can download a copy of the presentation PDF: Jonna-Bucknell-Immersive-Experience-Network-Solent-2024.pdf