Immersiva upplevelser som väcker intresse -Utveckling av en immersiv installation som lockar unga vuxna till GöteborgsOperan

Abstract

This thesis investigates how immersive installations can be used to spark interest for the Gothenburg Opera among young adults aged 18–35. The study was conducted using a user-centered and iterative design process that included a preliminary study, user interviews, concept generation, protype development, and user testing. Qualitative methods like affinity diagrams, observations, and group interviews, were used to identify key factors influencing engagement and immersion. The findings indicate that social interaction is the most significant factor contributing to the impact of the experience, while emotional engagement and coherent multisensory design also play important roles. Two final prototypes, a narrative driven puzzle installation and a social competitive shadow play experience demonstrate that immersive installations have the potential to increase young adults’ interest in opera and spark curiosity about the Gothenburg Opera´s activities. However, this potential depends on a clear connection between the installation and the opera´s content, as well as an accessible and intuitive user experience.