NextGen Showcase announces rebrand to Immersive Design Academy

The Immersive Design Academy (formerly NextGen Showcase) is an accessible training programme in themed attraction design which bridges the gap between education and job placement, providing the industry with confident candidates that are better prepared for the real world of work.

This 11 month-long educational programme simulates a creative studio environment, whereby approximately ninety students work virtually in six multidisciplinary international teams to create a themed attraction in response to a client brief.

The Immersive Design Academy (IDA) has been teaching industry newcomers about the design process through simulated group projects since 2022. It is designed for participants from all walks of life; from students to those looking to switch career paths.

Though it does not aim to replace traditional educational qualifications, IDA offers students the opportunity to practically apply the skills they have acquired - at university, in vocations and personal practice - to a themed entertainment project that simulates the real world. Since the Academy’s inception as NextGen Showcase, teams of participants have produced detailed concepts in response to client briefs ranging from family-focused dark rides, to themed edutainment zoo expansions, to immersive dining experiences.

IDA graduates complete the programme with stronger employability. Annual surveys conducted for 200+ graduates over the course of three years revealed that approximately 2/3 of those surveyed attained industry placements, with around 80% of those graduates agreeing that the programme actively helped them to find work.

“This rebrand marks the start of a new chapter for the Academy, and we’re so excited to continue with our mission to make the industry more accessible for all.”
- Emma Bashford, Producer

What has changed?

Under this new name, IDA establishes itself as a not-for-profit organisation; registered in the United Kingdom, operating globally. 

IDA clarifies the purpose of the organisation; as an educational opportunity for anyone looking to join the immersive experience design industry, rather than being simply a showcase of young professionals’ work. In spite of this change, the popular ‘Showcase’ events remain a key part of the educational programme. 

Thanks to the generosity of IAAPA, IDA will be hosting annual Showcase events at every IAAPA Expo across the globe, increasing visibility and opportunities for students to present their ideas and network with industry professionals in their respective regions. An adjusted schedule allows for the annual Final Showcase of work to take place at IAAPA Expo Orlando, the world’s largest attractions industry conference. 

The addition of Showcase events at the Asia and Middle East IAAPA Expos reflects the growing demographic of participants from these areas, and highlights IDA’s commitment to accessibility through a more global outlook. 

“By connecting the next generation of talent to industry professionals, and with the opportunity to learn through practice in a collaborative, international environment, we truly believe that we are enabling the most qualified and confident new generation of candidates.”
- Laura Marakowits, Programme Director

IDA will continue in the footsteps of the NextGen Showcase, offering access to industry professionals, site visits, technical advice, and responding to the needs of their students. 

Graduate Testimonials

“[IDA] is the most valuable programme for anyone aspiring to enter the Themed Entertainment Industry. I wouldn’t be in my current role without it.”

“The programme not only gave me the practical knowledge and insight I wanted [regarding] the themed entertainment industry, but also valuable connections and lifelong friendships that I can always lean on!”

“I am thankful for the opportunity to train & hone our skills in all of our respective disciplines. But more importantly, to be able to work together and practice in a safe space, where if we screw up a budget or point load calculation, there is only learning and no major real-world consequence.”

“The programme was such an impactful experience not only for my career, but also for my perspective on working in the themed entertainment industry.”

Applications open on the 10th of November 2025, with the programme beginning in January 2026.