Exploring the Shift from Passive to Participatory Culture

In Conversation with Allan Rankin, Managing Director of Target3D

What’s driving the shift from passive cultural consumption - like just watching a performance or viewing an exhibition - to more active participation? Do you think this is a real shift? And if so, is it tech-led or behaviour-led?

I think it’s definitely tech-led - although behaviours are changing too. The public is getting used to more dynamic, engaging content, especially when they’re paying for an experience. This shift is being pushed forward by the availability and adoption of new technologies.

Brands and destination venues are really leaning into this. They're using tech to offer alternatives to traditional media, and creatives are definitely picking up on that. They’re exploring new ways to use technology to make these experiences more immersive, more compelling.

The audience is responding because they’re more sophisticated now. What used to be considered amazing - like something you’d only see at the cinema or a specialist venue - is now available at home via high-powered gaming consoles, smartphones, or AR experiences. 

So when someone walks into an exhibition space, the bar is much higher. They want to be impressed. They want to leave saying, "Wow."

Exhibitors and curators  know this. They’re using tech to create that sense of awe. So for me, it’s very much driven by the availability of technology and the creativity of technologists who are pushing what’s possible in new and exciting ways.

If we look at a few specific technologies - like real-time rendering or XR stages - how are those reshaping creative workflows? Can you give any standout examples?

Sure. Real-time rendering is really changing the game, especially in big cities where destination spaces are becoming more common. Think of the MSG Sphere in Las Vegas or Outernet in central London. These spaces use massive LED canvases to engage the public with rich storytelling, immersive exhibits, and multidimensional messaging.

What’s exciting is how these environments aren’t just visual - they’re connected to wider activations. They can be tied to music events, social causes, or even large-scale audience gaming.

All of this is made possible by real-time rendering and compute power, using game engines like Unreal Engine or Unity. These platforms allow people to explore and interact with virtual spaces in real time, with stunning graphical fidelity.

There’s also some incredible stuff happening around the Dubai Expos and in the Middle East more generally. These are spaces where the creative possibilities of real-time technology are being explored on a massive scale.

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