Yello brick

22/07/2026

✨ What happens when a digital world responds to you?

In our latest episode of our What Is...? series, we explore Extended Reality (XR) and how immersive technology moves beyond watching to create responsive digital worlds that react to movement, presence and attention.

Along the way, we unpack ideas around agency, game engines, spatial sound and why technologies like VR and AR only become truly compelling when they offer something film, theatre or traditional games cannot.

Like every episode in the series, we are exploring a much bigger conversation around immersion, agency and the evolving relationship between audiences, stories and the worlds they inhabit.

📺 Watch now: https://youtu.be/ETABxE1mjSg?si=cIZXt2pQYSjIyHrP

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25/06/2026

What happens when the city becomes the stage?

We've just released the latest episode in our What Is ---? series.

This time we're exploring Pervasive Street Games - experiences that transform ordinary streets, parks and public spaces into places of play, discovery and storytelling.

We trace how artists, designers and technologists have experimented with layering stories and game mechanics onto the everyday world.

Researching this episode also gave us the chance to revisit yello brick's own roots. We started the company by making street games, which is where many of our ideas around immersion, participation and storytelling first began to take shape.

🎥 Watch now via the link below:

https://youtu.be/iIKgyXvp2OU?si=CzKXgm9SiJC8kLL9

02/06/2026

❓WHAT IS - - - ?

We have just launched a new mini series.

Part video essay. Part research diary. Part creative reflection.
Across the series we’ll be exploring immersion in the arts and the ideas that sit closely to the work we make at yello brick.

In episode one we ask a BIG question:
What is Immersive Theatre?

Tracing the relationship between audience and performance from ritual and classical theatre through to immersive experiences today.

The series will explore theatre, games, play, participation, immersion and agency and how audiences have gradually moved from watching stories to stepping inside them.

Episode one is now live on YouTube - https://youtu.be/JvKWL4Sd6qk?si=I_8QKAaKlnAq9HCP

For most of history, theatre was something you watched.A stage, a story and a clear line between the audience and the performance.This video explores how tha...

14/04/2026

We’ve recently been working with Jenny Kidd and Bethan Jones from Cardiff University and Eva Nieto McAvoy from King’s College London, on the Responsible AI Afterlives Workbook.

Artificial Intelligence is reshaping how cultural heritage organisations work with collections and engage with visitors. AI afterlives” describes the use of AI to animate or extend historical material, from deepfake historical figures giving museum tours to chatbots and AI-curated relics.

The workbook has been developed as a practical resource for organisations exploring this emerging area. It’s designed to support decisions around whether to create AI afterlives and how to approach them in ways that reflect values, practice and communities.

Available to download now - LINK IN BIO

This workbook has been produced with support from the Leverhulme Trust the UKRI Arts and Humanities Research Council, Cardiff University and King's College London