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This article investigates new forms for creating and enabling massive and scalable participatory immersive experiences in live cultural events, characterized by processes, involving pervasive objects, places and people. The multi-disciplinary research outlines a new paradigm for collaborative creation and participation towards technological and social innovation, tapping into crowd-sensing. The approach promotes user-driven content-creation and offsets economic models thereby rewarding creatorsdoi:10.4101/jvwr.v7i2.7083 fatcat:rfsw65qprjhndniziblnk2qgmi