Designers consistently face the challenge of creating environments that help their clients bring the story of their brand to life—what was once a static art form has now evolved to incorporate the use of visual and interactive media to augment physical design. Both AV and design play a critical role in brining these environments to life, but these types of projects face their own unique challenges. This keynote will discuss the practice of creating immersive environments and how both AV and design must align to achieve the vision clients expect.