The Immersive Lab is a platform for the development and experience of large-scale audio-visual and interactive media arts. In this article we investigate questions of audience engagement, artistic strategies, and interaction principles, as well as the effects of embodied and social interactions that become evident in this media environment. Using the catalogue of artistic works developed for this platform within the past five years as our material, we carry out qualitative inquiries through interviews and categorisations. The emerging insights generate a clear perspective on the convergence as well as discrepancies between the artist’s intentions and the behaviours of visitors in the media space and allow us to, if not definitively state, then at least speculate about universal aspects that each encounter in the media arts context entails.