Project VELUM is exploring—what we believe to be the first systematic effort to understand, at a physiological level, how immersive entertainment and storytelling may measurably shape the human nervous system.

Our core hypothesis is that certain immersive media experiences don’t just move us emotionally—they change how our bodies respond in measurable ways, shaping nervous system state.

A central focus of the work is identifying what we refer to as the “regulatory grammar” of immersive storytelling environments—mapping, scene by scene, intentional creative inputs (e.g., music and sound design, spatial composition, narrative arc, movement, scent) to corresponding physiological responses, with the goal of developing design patterns that can be replicated and scaled.

We’re making the case for a category-defining opportunity: neuro-integrated entertainment spaces that deliver felt, embodied relief in the built environment.

These experiences can take shape across:

+ Location-based entertainment venues
+ Hospitals and healthcare spaces
+ Wellness real estate and hospitality environments

Over time, this becomes a programmable layer of narrative-driven environments—designed to support how people feel, recover, and engage.

In other words: immersive entertainment becomes health infrastructure.

We’re currently preparing for what we believe to be a first-of-its-kind, real-world study this summer in partnership with one of the world’s most sensory-rich immersive experience operators (50+ locations globally).

The study is designed to generate a high-quality physiological dataset (~400 participants) in a controlled, repeatable environment—creating a foundation we believe can translate across immersive formats.

We’ve secured initial philanthropic funding and are in the process of closing the remaining gap.

Project VELUM

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