In a world fascinated by VR/AR technology, people often overlook that audio was the first way we “augmented” a museum’s “reality.” We posit that the way to a person’s heart is not through their stomach – it’s through their ears. As a medium, audio offers a singularly direct connection with the listener, creating a sense of presence and intimacy. When done right, it makes you feel for someone or something; it opens up imaginary worlds; it bridges the space between “us” and the unfamiliar “other.” Barriers go down when people just listen. Time takes on a different meaning. And it helps us as humans to look, feel, remember – and be fully immersed by the experience. But how to do immersive audio right? How to ensure, the listener really believes what he or she is hearing and experiencing?