As India’s experiential sector scales rapidly, designers and technologists are questioning whether growth is translating into meaningful audience impact.
India’s experiential sector is expanding rapidly, with increasing investment, larger projects and more advanced technology becoming standard. However, a key question is beginning to emerge: is this growth translating into better experiences?
This was the focus of the Inavate webinar, Tech, craft and culture: How Indian creatives are engineering spectacles, hosted in collaboration with Christie Digital Systems. The webinar brought designers and technology specialists together to examine how experiential projects are evolving and where challenges remain in their rollout.
The webinar featured
Featuring Siddharth Bhattla, Design Factory India, Amar Behil, Design Habit, and Rishab Nair, Christie Digital Systems,the discussion highlighted a sector that is maturing and addressed fundamental questions around design approach and long-term impact.
For those who did not attend live, the full session is available to watch on demand via registration here.
Story-led design
One of the clearest themes to emerge was the shift away from technology-led design towards a more structured, narrative-driven approach.
Rather than beginning with hardware, projects are increasingly defined by the intended audience outcome, with technology selected to support that vision. This reflects a broader change in how experiential environments are conceived, positioning them as storytelling platforms rather than collections of AV systems. Several examples shared during the session illustrated how this shift is being applied in practice.
Tech best practice
While projection and LED technologies continue to advance, the discussion suggested that the industry is still grappling with how best to apply them.
There remains a tendency for projects to be shaped by available technology rather than clearly defined objectives, which can result in visually strong installations that struggle to sustain engagement over time.
Nair explained: “technology produces light, but content creates connection.”
The panel highlighted that combining technologies is becoming more common. However, where that balance sits and how it should be applied in practice remains an open question across many projects.
Cultural context
Another defining theme was the importance of localisation.
Many of India’s most effective experiential projects are rooted in local narratives, cultural references and craft traditions, rather than replicating international formats.
This reflects both audience expectations and the diversity of the market, where experiences must resonate with specific contexts to be effective. Several case studies were referenced during the discussion demonstrated how this approach can influence both design and delivery.
At the same time, this introduces additional complexity, requiring designers to balance authenticity with scalability and modern delivery methods.
Audience engagement
Engaging modern audiences was identified as an ongoing challenge, particularly as expectations continue to evolve.
Audiences are more visually literate and less patient, making it increasingly difficult to capture and sustain attention.
For Behil, the focus remains on impact: “we want the visitor to be emotionally moved by the content.”
Immersive design is one approach to this, but the panel emphasised that immersion alone is not sufficient. Without strong content and intent, even technically advanced installations risk limited engagement.
Execution and longevity
While investment in experiential projects is increasing, the discussion suggested that budget is no longer the primary constraint. Instead, challenges are more likely to arise in execution, procurement models and long-term maintenance.
This raised questions around how success is measured, particularly in terms of sustained audience engagement and long-term relevance. Several points raised during the session highlighted gaps between initial delivery and ongoing performance.
How these challenges are currently being addressed, and where projects are falling short, formed a key part of the wider discussion.
A sector in transition
India’s experiential design market is entering a new phase, with greater access to technology, funding and creative capability.
The next stage of development will depend on how effectively these elements are combined, not just to deliver visually impressive installations, but to create experiences that are meaningful, contextually relevant and sustainable over time.
The discussion suggests that while the tools and ambition are in place, the way they are applied will ultimately determine outcomes.
To explore the full discussion, including detailed project insights and practical challenges raised by the panel, register to watch the webinar on demand here.