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
CPH:LAB: a talent programme to reshape ideas and imaginaries – Interview with Stella Ntavara (CPH:LAB 2026)
CPH:LAB, CPH:DOX’s talent development programme for boundary-pushing documentary and immersive work, concluded its latest edition in March. After following it for the past five years I have come to see it as a space in constant evolution: able to adapt, to
Infinity Experiences and Excurio Team Up to Accelerate the International Expansion of SPACE EXPLORERS: THE ISS EXPERIENCE
Infinity Experiences and Excurio are strengthening their partnership to accelerate the international rollout of SPACE EXPLORERS: THE ISS EXPERIENCE and create new opportunities for operators and exhibitors worldwide. Through the integration of the experience onto LBXR Pulse, Excurio’s free-roaming immersive
White Spark Pictures Expands Its Museum-Backed VR Documentary Slate with LIFE IN THE GREAT BARRIER REEF
White Spark Pictures, one of the world’s leading producers of Virtual Reality documentary films, today reveals that its latest immersive 360° VR title, LIFE IN THE GREAT BARRIER REEF (1 x 35), will premiere at the National Museum of Australia
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
Upcoming events
- XR Programme @ SXSW London 2026June, 1, 2026 — June, 6, 2026United Kingdom 🇬🇧
- PLAYING WITH FIRE @ Shanghai Symphony OrchestraJune, 3, 2026 — July, 31, 2026China 🇨🇳
- THE BLACK MIRROR EXPERIENCE @ Espacio Ibercaja DeliciasJune, 4, 2026 — August, 8, 2026Spain 🇪🇸
- SIFF XR @ Shanghai International Film Festival 2026June, 12, 2026 — June, 21, 2026China 🇨🇳
- Raindance Immersive @ Raindance Film Festival 2026June, 12, 2026 — June, 25, 2026United Kingdom 🇬🇧
- Art Festival @ AWE USA 2026June, 15, 2026 — June, 18, 2026United States of America 🇺🇸
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