We’ve witnessed a boom in digital experiences in the past few years. Art galleries are recognising that immersive, screen-based exhibitions offer an accessible (and lucrative) way in for new audiences, while wider museums are increasingly aware that interactive tech can bring information and history to life in a more dynamic way than the objects in their collections can do alone.

Then there are live events – no big-name concert is complete without a striking visual display alongside the music. Sports audiences also expect an all-round entertainment experience, not just the game at the centre. This has led to the rise of new venues – The Sphere in Las Vegas being the most prominent – and new leaps of technology to keep up with demand.

The opportunities for brands are plentiful, but this is no ordinary advertising space. Simply playing your TV commercial on a giant screen will not cut it, and it’s even worse if you just try to force a marketing message down people’s throats. This is a space for brand building, rather than short-term messaging, explains Nathalie van Sasse van Ysselt, who has over 15 years of experience working for both brands and artists in these developing mediums.