Wales Millennium Centre and Crossover Labs are proud to announce the Annwn Prize - a global award that celebrates excellence in immersive storytelling.
Supported by Peter and Janet Swinburn, the annual prize will award the winning artist or studio a £20,000 cash prize along with a bespoke residency to support the development of new work.
Four shortlisted works will be showcased to the public in a major exhibition at Wales Millennium Centre, where a jury of experts and well-known faces will select the winner. Works will be nominated for the Prize by a community of international curators and commentators.
Graeme Farrow, chief creative and content officer at Wales Millennium Centre, who made the announcement in Bradford, said:
"In the past few years, we have seen the coming of age of immersive storytelling as a new global cultural movement, with the power to fire the imagination and expand horizons. Whilst it has been steadily gaining acclaim, it is high time that this art form had a dedicated platform to showcase excellence and to bring the most innovative work by ambitious creators to the widest possible audience, both in the UK and internationally."
Peter and Janet Swinburn, supporters of the prize, add:
"Immersive Storytelling has a key role to play in the future of how we create and experience art. The Annwn Prize will be a beacon of creative excellence reaching from Wales Millennium Centre across the world. This is a timely and vital step for the industry, and we are proud to provide our support."
The Annwn Prize for Excellence in Immersive Storytelling will become a major event in the global arts scene, cementing immersive art within the cultural conversation, energising critical discussion about immersive experiences, and creating a unique opportunity for audiences to experience the best immersive work from across the world, here in the UK.
FAQs
What is the Annwn Prize?
A global initiative celebrating excellence in compelling, immersive storytelling.
Who set up the Prize?
The prize is an initiative of Wales Millennium Centre and produced by Crossover Labs. Wales Millennium Centre is dedicated to exploring new ways of telling stories using immersive technology, and celebrated creators working at the intersection of art and technology. In 2022 the centre launched Bocs, a dedicated space for immersive experiences and extended reality (XR), and in 2024 unveiled plans for a cutting-edge digital-first performance venue as part of a continued commitment to the future of creativity in Wales. The Annwn Prize will mark a new chapter for Wales Millennium Centre, underlining their investment with artists who continue to make work at the intersection of technology, storytelling and the arts.
How is the Prize funded?
The Prize is supported by Peter and Janet Swinburn.
Where does its name come from/ what does it mean?
Annwn, (pronounced [Ahn-wn]), is “the Otherworld” in Welsh mythology, a parallel realm of dreams and delights.
What is the selection process for The Annwn Prize?
35 international curators and commentators will be invited to nominate exemplary immersive work for consideration in order to create a longlist of up to 15 experiences. A selection committee will decide on a shortlist of four finalists who will be publicly exhibited at Wales Millennium Centre in Cardiff in Spring 2026.
What is the eligibility criteria?
The prize is open to individual artists and studios.
In order to be eligible for the prize, nominations must:
1) Demonstrate excellence in compelling storytelling
2) Make audiences feel like an active and integral part of the piece
3) Utilise technologies that enhance, augment or impact our sense of reality
4) Have been exhibited in a festival, tour or venue programme within the past 18 months (Jan 2024 onwards)
5) Be exhibitable for a four week exhibition at Wales Millennium Centre in Spring 2026
What is the judging process for the winner?
The winner will be selected at the exhibition by an independent panel of industry experts and well-known faces from the world of arts and entertainment, who will make their selection of the best work from the shortlist of four. The prize will be awarded to the best example of compelling storytelling, immersive artistry and use of the form.
How do I enter?
Nominations are by invitation only.
When is the winner announced?
Spring 2026.
What will the winner receive?
£20,000 along with a bespoke residency.
Is there an exhibition for finalists?
Yes, the four shortlisted works will be exhibited at a four week public exhibition at Wales Millennium Centre. Shortlisted artists and studios will each receive a production budget and production support from Wales Millennium Centre and Crossover Labs to stage their work for duration.