Set up by Wales Millennium Centre and Crossover Labs, and supported by Peter and Janet Swinburn, the Annwn Prize for Excellence in Immersive Storytelling is a major new moment in the global arts calendar and the first award of its kind dedicated to this type of work.
Its mission is to cement this distinctive and increasingly important artform within the cultural conversation, energise critical discussion about immersive experiences, and to create a unique opportunity for audiences to experience the very best work from across the world in the UK.
The prize was unveiled on 10 June at The Big Thing, an industry event hosted by Immersive Arts in Bradford. The team will deliver a phased communications campaign building up to a major news moment for the announcement of the inaugural shortlist in November 2025. In Spring 2026, an exhibition of the shortlisted works will take place at the Wales Millennium Centre, during which the winner will be announced.
Four has longstanding experience of working on major cultural awards such as the Baillie Gifford Prize for Non-Fiction and the Booker Prize; and has delivered successful campaigns in immersive arts, including the highly acclaimed In Pursuit of Repetitive Beats – created by Darren Emerson and produced by East City Films – currently on show at the Barbican as part of its Frequencies: the sounds that shape us season.