Dive into storytelling: How AV technology helps bring stories to life
World Storytelling Day is celebrated every year on 20th March. This global event delves into the power of storytelling and reminds us how stories shape our identities, cultures and shared experiences.
While oral traditions have been the foundation of storytelling for centuries, modern AV technology is elevating the art of storytelling to new heights. By creating dynamic, multi-sensory experiences that engage both the mind and emotions, AV technology has revolutionised how we tell stories.
Tell brand stories
Retailers have embraced digital signage to elevate their brand stories, adding a new dimension to their customer communication. At Sephora, interactive digital screens in stores showcase personalised beauty consultations called Color IQ and perfume quizzes called Fragrance IQ, matching droves of customers to their ideal products.
Blending tech with shopping habits, Sephora promotes in-store shopping to its online audiences. Certain stores also have digital workstations where shoppers can take digital group beauty classes, while the Visual Artist augmented reality app uses a smartphone camera to capture a shopper’s face, allowing them to try on makeup shades in real-time.
Utilising visuals, video and interactivity, digital signage transforms the shopping experience, making it more engaging and memorable. It allows customers to connect with the brand on a deeper level, increasingly turning shopping into an immersive experience.
Bring exhibits to life
Museums and galleries use projection mapping to breathe life into exhibits, turning static displays into dynamic, interactive experiences.
Thanks to the most recent virtual projection technology, the Van Gogh Immersive Experience engages all the senses, enabling visitors to connect emotionally with the storytelling in his art, making it more impactful. Reviews highlight how experiencing Van Gogh's artwork outside of a gallery setting provides a unique perspective, allowing for a deeper appreciation of his work. Viewers are often moved by a newfound understanding of the personal struggles the artist endured, which adds a layer of emotional depth to his masterpieces.
Step into history
Augmented reality (AR) and virtual reality (VR) are pushing storytelling into a fully immersive realm, offering audiences a chance to become part of the story. AR enhances the real world by overlaying digital content, while VR transports users to entirely new worlds using innovative AV technology.
In Rome, 3D VR tours are becoming increasingly popular, allowing users to virtually walk through the streets of ancient Rome. Tourists can explore famous landmarks such as the Roman Forum while interacting with historically accurate immersive VR reconstructions, offering a view into the ancient world as it would have looked thousands of years ago.
In education, museums, and entertainment, AR and VR are helping creators craft stories that feel real, inviting audiences to experience narratives first hand.
Interactive storytelling
AV technology is also transforming live theatre and events. During its West End run from 2021 to 2024, projection mapping in Frozen the Musical helped to create stunning visuals to accompany the live performance. The production also utilised AV technology by incorporating semi-transparent resin set pieces illuminated from within by low-resolution LED screens, effectively blending physical elements with digital imagery as the set illuminated in time with Queen Elsa’s ice powers, enriching the storytelling experience.
This integration of technology with traditional stagecraft allowed for dynamic, real-time visual effects that help to transport the audience into the magic of the story.
Deep water
This year’s World Storytelling Day theme, deep water, invites storytellers to dive into the meanings that water can symbolise. Water is often a metaphor for life and vitality. Clear water shows calm, peace and clarity. Deep, dark water signifies the unknown, uncertainty and the powerful forces of nature. Stories that explore characters in trouble, magical waters or narratives set in deep, mysterious environments like seas, lakes, or rivers are perfect for this theme.
AV technology can enhance water-themed stories by bringing them to life with stunning visuals and immersive experiences. Imagine a museum exhibit where projection mapping creates the illusion of underwater worlds or a retail display that uses AR to bring mythical water creatures to life. By combining deep water themes with modern AV tools, creators can engage audiences in new and exciting ways.
The future of storytelling
As we celebrate World Storytelling Day 2025, it’s clear that AV technology has become an amazing tool to enhance modern storytelling. Whether through digital signage in retail, projection mapping in museums or immersive VR and AR experiences, these technologies have transformed how stories are experienced. They offer a new way to engage audiences emotionally, bringing stories to life in once unimaginable ways.
The year’s theme, deep water, encourages us to explore the mysteries and meanings associated with water, and AV technology provides the perfect medium to make these stories even more captivating. As technology continues to evolve, the future of storytelling is boundless, offering limitless possibilities for creativity and engagement.
Contact Midwich today to discuss your AV needs and unlock innovative possibilities for telling brand stories and bringing campaigns to life.
