Agency Correspondent, Heather Nicholls speaks to Malcolm Che, head of strategy and innovation at Identity about the value immersive storytelling can have on events and how planners and brand leaders can learn from Identity’s New Year’s Eve celebrations about large-scale storytelling.
Immersive storytelling through multi-sensory experiences is becoming an increasingly popular way for agencies to create meaningful experiences. Full-service live events agency, Identity, is at the forefront of using immersive storytelling for large-scale events. The agency has now coordinated London’s New Year’s Eve celebration for three years, a fully immersive, city-wide event that includes fireworks, drones and holograms.
Crafting an unforgettable New Year’s Eve
Malcolm explains that the creation of London’s New Year’s Eve event is a complex and meticulously planned process that combines storytelling, innovation, and large-scale production. As the lead agency, Identity collaborates closely with the Greater London Authority and the Mayor of London to develop a central theme that reflects the city’s cultural landscape and the global moment.
From concept development to execution, each year’s event is designed to build on previous successes while introducing fresh, immersive elements. Whether it’s incorporating record-breaking drone displays, projection mapping, or synchronised fireworks, the team works to ensure that every component enhances the narrative rather than just serving as a spectacle. Extensive logistical coordination is required to bring together specialists in pyrotechnics, lighting, sound, and digital media, all working in harmony to create a seamless and emotionally powerful experience for both live audiences and millions of viewers around the world.
The event is not just a celebration of the past year but a forward-looking vision of hope, unity, and the vibrant spirit of London. Speaking on how they manage to keep the event fresh and engaging each year, Malcolm says: “Each year, we try to add a new layer, the key thing is that innovation serves the storytelling – it’s never just about showing off it wasn’t about saying, “Look, we have 602 drones!” It was about a boy blowing a bubble as a symbol of hope. That’s how we keep it fresh, through storytelling, brought to life by innovation.”
Creating an emotional bond through immersive storytelling:
Malcolm dubs immersive storytelling the best way to create an emotional bond with an audience. He says: “Storytelling is immersive by nature. If you’re reading a great book or watching a great movie, you’re completely absorbed—that’s immersion. A powerful story unlocks a sense of discovery and emotion. If an event can create that “aha” moment, where someone feels empowered by learning something new, that’s what forms an emotional bond. For us, that’s the energy we try to unlock at events—whether they’re small or massive-scale.”
He continues: “Many people assume “immersive” means VR headsets or indoor installations like Frameless. But if you scale that concept up, that’s exactly what New Year’s Eve is. A massive immersive canvas using fireworks, drones, holograms and people. What makes it memorable is shared experience—when a group of people feel an emotional bond in a moment. New Year’s Eve is the perfect example of this.”
Enhancing experiences through thoughtful technology integration
Whilst London’s New Year’s Eve celebration uses an array of technology and technology is becoming increasingly more important within events and experiences, Identity’s guiding principle is that technology should never get in the way of the experience and instead, should always enhance it. Malcom says: “Many assume ‘immersive’ means VR headsets or digital-only experiences, but it’s much broader. New Year’s Eve is a fully immersive, citywide event—fireworks, drones, holograms—all creating an atmosphere that transports people. Immersion isn’t just about technology; it’s about emotional connection.”
Malcolm explains that AI is incredibly useful in enhancing events. It enables hyper-personalisation by tailoring invitations or messages with personal details, making attendees feel valued. It also ensures seamless integration by linking registration data to the attendee experience, creating a smooth and customized journey. Additionally, AI plays a key role in content creation, generating real-time visuals based on what’s happening on stage, adding a dynamic and immersive element. Another innovative application is live AI summaries, where an AI-generated recap appears on screen at the end of a session, allowing attendees to quickly capture and share key insights.
In terms of VR, AR and XR, Identity layer digital elements over the physical world, transporting people through headsets, transparent LED, holograms or projection mapping. Malcolm says: “We’ve moved past using tech for tech’s sake. Now, the focus is on enhancing experiences rather than letting technology dominate them. We’re applying this blended reality approach to events because that’s how people interact with the world today—we use maps, AR filters, and digital overlays every day, so events should mirror that.”
How event planners can use immersive storytelling:
Malcom explains that the key takeaway that event planners can take from Identity’s work on London’s New Year’s Eve is that scale does not equal immersion. He says: “A huge event can still be immersive, immersion doesn’t have to be small or intimate. Storytelling is everything. If a moment resonates with the audience, it creates a connection. Audience engagement is essential and finally, innovation isn’t about novelty—it’s about solving problems in creative, strategic ways.”
Corporate event planners and brand leaders can draw valuable lessons from London’s New Year’s Eve celebration when it comes to large-scale storytelling and immersive experiences. The event is a powerful example of how to create an emotional connection with an audience—not through technology alone, but through shared moments that leave a lasting impact. While many assume that immersion is about VR headsets or digital installations, true immersion is about making people feel fully present. London’s New Year’s Eve achieves this through a carefully orchestrated combination of fireworks, drones, holograms, and people all working together to foster a collective emotional experience.
The same principles can be applied to corporate events, where the focus should be on designing experiences that bring people together, evoke emotions, and create moments of meaning. Whether through lighting, storytelling, or interactive elements, the key is to prioritise human connection over technology for technology’s sake.
Featured image credit: Kois Miah
