Unframing/reframing the media experience

The development of perceptual and narrative environments enabled by immersive digital technologies ‒ such as videomapping and extended realities (virtual, augmented and mixed) associated with increasingly high-performance artificial intelligence systems ‒ has long been the basis for new media experiences in various fields: from entertainment (cinema, video games, theme parks, live events, etc.) to education and training; from cultural and scientific dissemination (documentaries, exhibitions, etc.) to experimentation in the visual and performing arts or advertising and retail. These environments go beyond and transfigure the traditional framed vision of classical art works and media screens, moving towards a synesthetic, participatory and total user experience, characterised by immediacy and presence: real environments that can be explored by users, according to the different degrees of interactivity envisaged, which can both enable the user to ‘‘immerse’’ himself in another world (although in a continuum with the perceptual dimensions of physical reality) and allow the digital contents to emerge within the physical space, integrating it with new meanings and new narratives.