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Recent development of new immersive technologies has spurred an increased interest in immersive experiences as a tool for engaging with an audience in new and purposeful ways. But what does immersion really mean and is there anything essentially new about it? What is getting lost if the concept of immersion is understood as a mere product of technological development? Senior project manager at Norrköping Science Park working with digital innovation in cultural industry. She is also an exhibition producer having worked with a wide range of science centers and museums of cultural history all over Sweden.. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx