HAVE WE ALWAYS PRACTICED WHAT WE PREACH?

From bold beginnings to hard-earned insights. Our journey has been anything but static.

The simple answer? No.

We started at the same place all creators do: at the very beginning, with big ideas, a ton of passion, and very little actual expertise. While our creative lead did come into the business with prior experience in the immersive world as an actor, behind-the-scenes crew, and even in venue management, there’s a limit to how much you can prepare for building something entirely new from scratch.

That early industry experience gave us a running start, no doubt. Understanding the bones of how an immersive attraction operates. Things like guest capacity, rules of engagement, actor training, and operational flow gave us a strong foundation. But let’s be clear: the real education came not from observing, but from creating. The insights we have now didn’t just come from knowing; they came from building, breaking, fixing, testing, and evolving.

Our First Project: A Masterpiece... Until It Wasn’t

Our very first project in 2020 (yes, smack in the middle of COVID) felt like a masterpiece at the time—and by all outside accounts, it was. Within just two weeks of opening, it was nominated for multiple industry awards. The public reception was glowing. It was a huge success.

But looking back now, there’s a lot we’d change.

Some of that is down to our own growth and experience—designing anything is a journey, and what looks great in year one may look amateurish in year five. But it’s also because the immersive industry itself has evolved dramatically. Post-COVID, the UK saw a massive boom in immersive experiences: everything from intimate story-led productions to large-scale IP-based spectacles. Some were game-changers. Some were, well... not.

Regardless, the bar has been raised. Audiences are savvier. Expectations are higher. And that means we, as designers, must evolve just as quickly, if not faster.

Our first ever production "Questionable Ethics" 2020, featuring PPE!

We've Taken the Risks So You Don’t Have To

One of the biggest advantages of working with a design service like Koncept is that we’ve already made the big leaps into the unknown. And crucially, we’ve landed on our feet. Every misstep, every success, every pivot has made us sharper and more capable.

Take The Acid Bath Murderer live experience. A huge risk. A bold concept. A tightrope walk of taste, tone, and technical complexity. But it paid off, and not just commercially. The entire team of cast, crew, and creatives came out the other side ten times more skilled and experienced than they were going in.

We know most early-stage designers and immersive start-ups simply don’t have the budget, time, or audience reach to attempt that level of production. That’s why leveraging our team’s experience reduces not just financial risk, but creative uncertainty too.

We’ve failed for you, and we’ve succeeded ahead of you. We’re here to make sure your project learns from all of it.

The Acid Bath Murderer Live Experience 2024. How far have we come?

We're Always Learning. And Always Will Be

That said, we’re not perfect. We’re not done. We’re not even close.

We’re always learning. More importantly, we’re always willing to learn. That’s what separates good designers from great ones: the humility to admit you don’t know everything, and the hunger to keep pushing boundaries even when you do.

We’re lucky to be in a place now where we can trust our instincts and be confident in our designs. But the immersive world moves fast. New technologies emerge. Audience behaviours shift. Narrative trends evolve. And we intend to stay right at the forefront, adapting and improving with every step.

Why We Share

Some of the most valuable lessons we’ve learned are the ones we write about right here, publicly, on this blog. We’re not interested in gatekeeping knowledge. The immersive industry thrives when ideas are shared and standards are raised across the board.

That said, there’s a difference between knowing the lesson and having the expertise to execute on it. That’s where experience really matters—and where our team comes in.

So have we always practiced what we preach? No. But we do now. And we’ll keep evolving so that everything we preach tomorrow is even better than what we practiced today.

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DESIGNING IMMERSIVE.

It's complicated, intricate and specialist. Koncept has it mastered. 

Koncept are specialists in writing and designing immersive attractions that stand out. With a portfolio of award-winning productions, Koncept has a proven track record of transforming ideas into fully realized, expertly written experiences that customers will pay to be immersed in.