Communication Arts interviewed Nexus’ Creative Director, Alex Jenkins on the future of interactive storytelling and how animation informs immersive space decisions.

“AR’s real future will be an ever-present virtual world—an invisible twin laid over ours, which when activated, can bring buildings, inert signage and surfaces to life. It won’t be only one virtual reality; there will be many layered realities on top of the other, from utilities and wayfinding to entertainment and experiential branded layers that can be switched. They will be persistent and evolve over time. They will react, respond and influence our interactions within our environment—just look at how mobile devices have irrevocably altered people’s habits.”

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