What happens when storytelling moves beyond the stage and becomes a fully immersive experience?

In this episode of Ask For An Answer, Jim Fielding sits down with Vance Garrett, one of the creative minds behind groundbreaking immersive experiences like Sleep No More, 29Rooms, and the Museum of Ice Cream. Together they explore how experiential storytelling is transforming entertainment, retail, and live culture.

From Shakespeare-inspired immersive theater to Instagram-era experiences and large-scale retail activations, Vance shares what it takes to design moments that bring people together. Jim and Vance also dive into why audiences today crave collective experiences — from Broadway shows to Beyoncé concerts — and how immersive storytelling is reshaping the way brands and creators connect with people.

This conversation is about creativity, culture, and the power of shared joy.

If you believe experiences matter more than ever, this episode is for you.

1. How immersive theater like Sleep No More changed live entertainment
2. tWhy experiential retail became the future of consumer engagement
3. What Beyoncé, Taylor Swift, and Kendrick Lamar understand about immersive storytelling
4. Why audiences crave communal experiences after the pandemic
5. The future of Broadway, live theater, and immersive experiences

Episode Highlights

00:00 – Why storytelling and communal experiences still matter

01:30 – How Jim and Vance first met working on ModelLand

03:00 – Vance’s background in immersive theater and experiential storytelling

04:00 – The phenomenon of Sleep No More and the birth of immersive theater

05:30 – Creating 29Rooms and the rise of Instagram-era experiences

06:20 – Building the Museum of Ice Cream and the explosion of experiential entertainment

07:25 – Bringing immersive experiences into retail with Westfield

10:50 – Why consumers want experiences more than products

13:00 – Beyoncé, Taylor Swift, and the rise of immersive concerts

16:40 – The psychology of collective joy and live entertainment

20:00 – Broadway, theater, and why live performance still moves audiences

28:20 – The business challenges of Broadway and live productions

32:00 – Favorite theater and immersive experiences of all time

Connect with Vance Garrett:

Instagram: @vancegarrett

Email: V@vancegarrett.com

Follow Jim Fielding and Ask for an Answer:

Instagram: @jimfielding

Podcast: Ask for an Answer

Website:

Podcast: Ask for an Answer

If this episode sparked something for you, don’t just agree with it, try it: take one question into your next meeting and see what changes.