I haven’t visited their first location yet, but I’ll make a snap judgement: This won’t really feel truly “immersive” until they switch from projection to direct-view LED. DVLED in fine <1mm pixel pitch can produce accuracy and brightness/contrast levels approaching daylight that projection just can’t match. Plus, it eliminates the annoying shadowing of the guests’ own bodies on the surface.
There is just a gigantic chasm in the feeling of reality between projection and DVLED. There is something about a surface truly emanating light that reflective surfaces will never reproduce.
Nevertheless, it is interesting to see how these immersive experiences move beyond the immersive art trope into other styles of narrative and adventures.