Annwn Prize: A New Global Award for Immersive Storytelling

A new international award dedicated to excellence in immersive storytelling, the Annwn Prize, has been announced by Wales Millennium Centre and Crossover Labs. The launch took place at The Big Thing, an annual gathering for the immersive arts community.

Supported by Peter and Janet Swinburn, the prize will begin its inaugural cycle in 2025-2026, offering a substantial reward for innovative creators:

• Award: The winning artist or studio will receive £20,000.

• Support: The winner will also be granted a bespoke residency to aid in the development of new work.

Graeme Farrow, Chief Creative and Content Officer at Wales Millennium Centre, highlighted the growing cultural significance of the art form: “In the past few years, we have seen the coming of age of immersive storytelling as a new global cultural movement... it is high time that this art form had a dedicated platform to showcase excellence." The goal is to bring the most ambitious and innovative immersive works to the widest possible audience, both in the U.K. and internationally.

Criteria for the "Otherworld"

The prize is named after Annwn (pronounced Ahn-wn), which in Welsh mythology translates to "the Otherworld"—a parallel realm associated with dreams and delights. The award will celebrate works that excel in:

• Compelling Storytelling: Demonstrating narrative excellence.

• Audience Integration: Making attendees feel like an active and integral part of the piece (e.g., immersive theatre).

• Technological Enhancement: Utilizing technologies like Virtual Reality (VR), Augmented Reality (AR), and other immersive tools that enhance or alter the sense of reality.

Works will be nominated by an international body of curators and commentators. A shortlist of four finalists will be chosen by a selection committee and announced in November 2025. These final works will then be showcased to the public in an exhibition at the Wales Millennium Centre in spring 2026, where a jury will select and announce the ultimate winner.

Partners in Innovation

• Wales Millennium Centre: Wales's primary home for the performing arts in Cardiff Bay, dedicated to nurturing creativity and telling powerful Welsh stories.

• Crossover Labs: A team of creators and curators focused on "colliding cultures in art, storytelling, and technology" through productions, curation, and development labs.

• The Big Thing: The annual gathering for the Immersive Art ecosystem, uniting artists, producers, technologists, and funders worldwide.