Date of Award


Document Type

Thesis - Restricted Access (SIA Only)

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Aliza Shvarts

Second Advisor

Morgan Falconer


The new thing, the viral sensation, the show everyone must see. Immersive art experiences around the world have been able to capture audiences and take on the undertaking of immersive art installations that are drawing annual crowds of over a million a year. The following is an analysis of these immersive art experiences. There are four case studies, Artechouse, Immersive Van Gogh, Meow Wolf, and Superblue to aid in placing these immersive experiences in the art market. The analysis looks at a brief history of digital art, beginning in the 1960s with the birth of the conceptual art movement and digital art to modern day. There is a discussion on the art history canon, as digital art is not yet canonized, and the economics behind these installations. With these new forms of art and creation, artists have been re-defining both art and what it means to be an artist. Not only this, but immersive art is forging a path between those who are not art people, to the art world, and in the same vein connecting the art market to the experience economy.