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
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
Frédéric Bussière, a French trajectory in the international making of digital creation
At a time when immersive industries are still seeking a balance between creation, distribution, and sustainable business models, some careers offer a clearer reading of the shifts underway. Frédéric Bussière’s is one of them. A French artist who has long
OASIS Immersion and UNIVRSE / XROAM Join Forces to Shape a New Framework for Immersive Destinations
OASIS Immersion and UNIVRSE / XROAM have announced a strategic partnership around the Hybrid Immersive Destination Framework (HIDF), a new approach to immersive venues combining large-scale projection environments with free-roaming VR experiences. Launching summer of 2026 at OASIS Immersion Montréal,
FreeRoaming #05 – LBXR Pulse: Excurio rolls out its content creation and distribution engine
With LBXR Pulse, Excurio is not simply launching a new interface or service. The company is formalising an infrastructure that has already been tested in the field — previously used for its own productions and across part of its network
Upcoming events
- Immersive Market @ Festival de Cannes 2026May, 12, 2026 — May, 22, 2026France 🇫🇷
- Immersive Competition @ Festival de Cannes 2026May, 12, 2026 — May, 22, 2026France 🇫🇷
- Human in the Loop @ ONX.Showcase.Athens.2026May, 21, 2026 — May, 24, 2026Greece 🇬🇷
- THE BLACK MIRROR EXPERIENCE @ Vieux-Port de MontréalMay, 22, 2026Canada 🇨🇦
- SXSW London 2026June, 1, 2026 — June, 6, 2026United Kingdom 🇬🇧
- FIVARS – Festival of International Virtual and Augmented Reality Stories 2026June, 15, 2026 — June, 19, 2026Canada 🇨🇦
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