Welcome to Petersdottir

Immersive art is a young but ambitious discipline with a history, a politics, and a future; and it will only be treated that way when the people inside it insist on that ambition, build its language, and write its history. It is also part of a larger shift in how today’s culture is produced, experienced, and distributed.

This is what this space is all about.

It is primarily for:

• Practitioners in the field — artists, curators, producers, and technologists who are already inside the space and want critical, intellectually-grounded writing

• Cultural institution professionals — directors, programmers, and commissioners at galleries, festivals, and arts organisations who are encountering immersive art for the first time or trying to understand how to work with it

• Cultural policy and funding professionals — advisors, leaders, and arts council staff who want to understand immersive as a sector in order to fund and regulate it intelligently

• Anyone curious about this emerging field that contemporary audiences are so much drawn to.

For daily updates or a more personalized exchange, follow me on LinkedIn, or book a meeting via Petersdottir.

In case you were wondering, “Petersdottir” is an Icelandic patronymic construction meaning “daughter of Peter.” It is also the name of my company, which I named in honour of my late father and to mark my full identification with my work.

Petersdottir is therefore my second name, just as my work is my second nature. It brings together a 20-year track record in curating and producing high-impact audiovisual projects across continents, deep expertise in immersive technologies, and a multigenerational passion for the arts.