Abstract: New technologies have always teased the imagination of avant-garde artists on how to challenge existing cultural paradigms. For instance, experience design for the creative industries of today provides exciting challenges with a potential to innovate practices and creating new ways of interaction between the artist and her audience. In an ongoing research project we aim at framing the design space for virtual experiences. The paper presents and discusses the role of technology in such context and use three ongoing case studies where ICT has been used to augment and support consumers of cultural experiences. The analysis shows how technology-driven interventions are less oriented towards radical change compared to interventions that are rooted in their nondigital origins. 1.