Date of Award


Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Agnes Berecz

Second Advisor

Eric Wolf


There has been an explosion of immersive art experiences over the past few years. Even as the pandemic has taken a toll on tourism, immersive art ventures and experimental museums have expanded around the world, drawing significant crowds and offering investors an inside into a new, emerging industry. This thesis ties these new experiential businesses to the history of art through an analysis of immersive artistic exploration over time and connects the current forms of investment to the history of immersive art patronage. Exploring the relationship between major economic shifts and the development of the art market, this thesis explains the emergence of the experience economy and its influence on museum programming and artist practices. Finally, a discussion of the current state of the market and the key players that are innovating within the space for immersive art concludes this analysis.