Rob Morgan

Wake the Tiger, XR Narrative & Experience Designer

Speaker Bio

Rob Morgan is a pioneering spatial storyteller, experience designer and Creative Director with over a decade's experience working across XR, immersive theatre and location-based entertainment. He is currently Lead Narrative & Experience Designer for the multi-award-winning Wake The Tiger, opening Europe's largest immersive art experience later in 2026.


As Creative Director of London-based AR studio Playlines, Rob has designed and directed augmented reality arts installations for some of the world's largest licenses, attractions and cultural institutions including Sky Arts, Netflix, Hasbro, the National Gallery and the Royal Academy. 


A former Lead Game Writer at PlayStation, Rob wrote groundbreaking early AR games for the world’s largest IP and wrote the first-ever playable demo for PlayStationVR. He's written some of XR's most critically-acclaimed titles including the 2019 VR Awards Game of The Year ‘A Fisherman’s Tale’ and the world's first accredited VR business masterclass ‘Gemba’ (as used by Nike and Coca-Cola). He designed and co-wrote the Mixed Reality True Crime serial ‘Crafting Crimes’, winner of the XR Awards Best XR Experience 2025.


Rob has acted as narrative and experience designer on an enormous range of immersive, VR and mixed reality projects, including consulting on the Emmy®-nominated ‘D-Day: The Camera Soldier’ for Apple Vision Pro. He is narrative consultant on a free-roaming LBVR adventure for a major new experiential destination in London (due 2026) and is currently writing a Mixed Reality scifi mystery for a blockbuster movie license (due 2026). His design work focuses on building emotional immersion, including complex projects like ‘In 90 Days’, a frontline aid training game for Save The Children and Humanitarian Leadership Academy, and ‘SunflowAR’, a Mixed Reality fundraising app for Ukraine.


As a writer, designer and digital dramaturge Rob helps create immersive theatre and hybrid live-digital experiences for acclaimed creators including Luna Cinema and dreamthinkspeak. He co-wrote and dramaturged the acclaimed 1881, National Theatre Malta's highest-grossing show ever and Best Immersive Experience Award Runner-up, World Thrill Awards 2025.


Rob is a Visiting Fellow at King’s College London and lectures widely on XR experience design and the ethics of augmenting reality, most recently at SXSW London and UnitedXR. He also co-hosted the XR Awards 2025 Gala.


Rob's book ‘Storytelling for Spatial Computing and Mixed Reality’ (Routledge 2025) is the world’s first dedicated XR storytelling manual, available now at augmentingimagination.com.