Rob Morgan is a pioneering spatial storyteller and Creative Director working across XR, immersive theatre and location-based entertainment. He is Lead Narrative & Experience Designer for Wake The Tiger, the multi-award-winning Amazement Park.

As Creative Director of 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 VR's most critically-acclaimed games including the 2019 VR Awards Game of The Year A Fisherman’s Tale, as well as Gemba, the first accredited VR Business Masterclass.

Rob has acted as Narrative and Experience Design consultant on a huge range of immersive, VR and mixed reality projects, including the Emmy-nominated D-Day: The Camera Soldier for Apple Vision Pro (2025). As a writer, designer and digital dramaturge Rob helps create immersive theatre and hybrid live-digital experiences for creative agencies and acclaimed creators including Luna Cinema and dreamthinkspeak. He co-wrote and dramaturged National Theatre Malta's acclaimed 1881 (Best Immersive Experience Runner-up, 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. Rob's book ‘Storytelling for Spatial Computing and Mixed Reality’ (Routledge 2025) is the world’s first dedicated manual on XR storytelling, available now at augmentingimagination.com.