Punchdrunk is a British theatre company, formed in 2000, the pioneer of a form of “immersive” theatre in which the audience is free to choose what to watch and where to go. Artistic director Felix Barrett uses the term “site-sympathetic” when describing their work.
In a typical Punchdrunk production, audience members are free to roam the performance site, which can be as large as a five-story industrial warehouse. They can either follow the performers and themes (there are usually multiple threads at any instant), or simply explore the world of the performance, treating the production as a large art installation.
Have a little look at the latest collaboration between Punchdrunk and Samsung, it seems very interesting: