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
PHI Studio: Building Immersive Works for Real-World Operation
Since its creation in 2020, PHI Studio has occupied a distinctive place within the PHI ecosystem. As a creative studio, production unit, artistic partner and interlocutor for venues, the Montréal-based structure operates precisely where immersive experiences have to move beyond
At the Cannes Film Festival, an all-in-one immersive white box—is it set to become the new standard?
With its two key pillars — an immersive selection and a market bringing together international professionals — the third edition of the Immersive Competition confirms the growing role of immersive creation within the cultural and creative industries. This year, the
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
Upcoming events
- Auggie Awards – Nominees @ AWE USA 2026June, 17, 2026United States of America 🇺🇸
- SPACE EXPLORERS: THE ISS EXPERIENCE @ Eclipso LondonJune, 18, 2026 — September, 30, 2026United Kingdom 🇬🇧
- Art Explora Festival (Cascais)June, 18, 2026 — June, 28, 2026Portugal 🇵🇹
- THE BLACK MIRROR EXPERIENCE @ The ShedJune, 20, 2026 — September, 6, 2026United States of America 🇺🇸
- Immersive Works @ Annecy Festival 2026June, 21, 2026 — June, 27, 2026France 🇫🇷
- The New Atlas of Digital Art: Culture Dome @ MEET CenterJune, 23, 2026 — June, 24, 2026Italy 🇮🇹
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