Agency correspondent Heather Nichols spoke to Malcolm Choi, head of Identity Innovation, about the value immersive storytelling can have at the event.
Immersive storytelling through multisensory experiences is becoming an increasingly popular way for event institutions to create meaningful experiences. Identity, a full-service live event agency, is at the forefront of using immersive storytelling for large-scale events. The agency has now coordinated the Great Ve Day celebration in London for three years. This is a completely immersive citywide event, including fireworks, drones and holograms.
Create an unforgettable big year day
Malcolm explains that creating London’s Great Year Day Event is a complex, meticulously planned process that combines storytelling, innovation and large-scale production. As a lead agency, Identity works closely with the Greater London authorities and the Mayor of London to develop a central theme that reflects the city’s cultural landscape and global moments.
From concept development to execution, annual events are designed to build on previous successes, introducing fresh and immersive elements. Whether it includes record break drone display, projection mapping, or synchronized fireworks, the team is working to enhance the story rather than simply acting as a spectacle. Gathering experts in fireworks, lighting, sound and digital media requires extensive logistical coordination as everything works in harmony to create a seamless, emotionally powerful experience for both live audiences and millions of viewers around the world.
This event is not a celebration of the past year, but a vision that looks to hope, unity and the future of London’s vibrant spirit. Malcolm talks about how to keep the event fresh and attractive every year. “Every year we’re trying to add new layers. The key is that innovation helps storytelling. It was about blowing the bubble as a symbol of hope.
Creating emotional bonds through immersive storytelling:
Malcolm Dove is immersed in the best ways to create emotional bonds with the audience. He said: “In essence, storytelling is immersed. When you read a great book or watch a great movie, you’re completely absorbed. It’s completely immersed. A powerful story unleashes a sense of discovery and emotion.
He continues: “Many people assume that it means “immersive.” It means a VR headset or indoor installation, like frameless. But if you scale that concept, that’s exactly what the New Year is like. A huge, immersive canvas made with fireworks, drones, holograms and people.
Enhance your experience with thoughtful technology integration
The New Year’s Eve celebration in London means that while a wide range of technologies and technologies are becoming increasingly important in events and experiences, the principle that guides identity is that technology should not get in the way of experience, instead it should always be strengthened. Malcolm said: “Many ‘immersive’ means a VR headset or digital only experience, but it’s much broader. New Year’s Eve is a completely immersive citywide event.
Malcolm explains that AI is extremely useful for enhancing events. This allows for ultra-personalization by adjusting invitations and messages that include personal information, making participants feel valuable. It also links registration data to participants’ experiences to ensure seamless integration and create a smooth and customized journey. Additionally, AI plays a key role in creating content, generating real-time visuals based on what’s going on on stage, adding dynamic and immersive elements. Another innovative application is the Live AI Summary. At the end of the session, an AI-generated summary will be displayed on screen, allowing participants to quickly capture and share key insights.
When it comes to VR, AR, and XR, people are transported through digital elements of the identity layer on the body’s world, headsets, transparent LEDs, holograms, or projection mapping. Malcolm said: “We moved past for Tech. Now we’re focusing on improving the experience, not on technology dominating them. We’re applying this blended, real-life approach to events. That’s how people interact with today’s world.
How event planners use immersive storytelling:
Malcolm explains that an important point that event planners can take from their identity work on London’s Great Year Day is that scale doesn’t equal immersion. “The huge event is still immersive, the immersiveness is small and it doesn’t have to be intimate. It’s all about storytelling. When the moment resonates with the audience, it creates connections. Audience engagement is essential, and innovation is not about novelty, it’s about solving problems in a creative and strategic way.”
Corporate event planners and brand leaders can draw valuable lessons from London’s Great Year Day celebrations when it comes to large-scale storytelling and immersive experiences. This event is a powerful example of how to create emotional connections with your audience through shared moments that leave behind lasting impacts, not just technology. While many assume that immersion is about VR headsets or digital installations, true immersion is when people feel fully present. London’s Great Year Day accomplishes this through fireworks, drones, holograms and a carefully organized combination of people working together to cultivate collective emotional experiences.
The same principles can be applied to corporate events. There should be a focus on designing experiences that bring people together, evoke emotions, and create moments of meaning. It’s about prioritizing human connection over technology for technology through lighting, storytelling, or interactive elements.
Featured Image Credit: Kois Miah
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