From theme parks and theaters to shopping malls and ski chalets, attractions around the globe have turned to the art of immersion to captivate audiences and bring in crowds, relying on a combination of production design, immersive reality, narrative content, and classic thrill rides to create memorable moments. A 2022 study by McKinsey & Company of the theme park industry in China — the world's second-largest market — found that visitors were "increasingly looking for interactive and immersive storytelling experiences." With a rising need for immersive experiences, SCAD alum and Universal Creative narrative and interactive designer Krista Jarrell (M.F.A., themed entertainment design, 2023; B.F.A., furniture design, 2020) devised a model for approaching and designing new attractions, with three pillars of interaction: participation, providing guests with the feeling of immersion and control; challenge, drawing them deeper into the story; and exploration, designing spaces to accommodate curiosity and discovery.