Cultural events are increasingly incorporating immersive technologies. teamLab Borderless, the digital art museum in Tokyo created by the Japanese collective teamLab, attracted over 2.3 million visitors in its first year of opening (2018) and remains one of the world's most popular artistic experiences. Its interactive installations, where artworks react to visitor movements, foreshadow the future of immersive art.
Lyon's Fête des Lumières (Festival of Lights), an annual four-day event in December, regularly attracts 3 to 4 million visitors. The 2025 edition incorporated elements of generative AI into some light projections, creating unique visuals that adapted in real-time. This free event has become a global benchmark for video mapping and light art.
CES (Consumer Electronics Show) in Las Vegas, the world's largest tech trade show, presented numerous innovations related to events in January 2026: AI-assisted networking systems, simultaneous augmented reality translation, and presentation holograms. The show attracts around 130,000 visitors annually.
Virtual concerts demonstrated their potential during the COVID-19 pandemic. Travis Scott's concert on Fortnite (April 2020) attracted 12.3 million simultaneous viewers. Since then, artists like Ariana Grande, Marshmello, and BLACKPINK have held performances in virtual worlds, opening a new music distribution channel.
The global events market, estimated at over $1.1 trillion, is progressively integrating AI for dynamic ticketing, personalization of the visitor experience, and predictive attendance analysis. Organizers also use AI for security (detecting abnormal behavior) and crowd flow management.
