Sheena Patel is a Creative Director, Strategist and Producer with over 15 years experience building immersive worlds at the intersection of narrative, space and live interaction. As Director of YonderBeyond, she works across location-based entertainment, experiential campaigns and real-world interventions for global brands, original IP and emerging companies. She co-created the award-winning Time Run and Sherlock: The Game is Now, a 30,000 sq ft playable episode of the BBC series, bringing narrative, cinematic environments and interactive design together at scale. A co-founder of the Immersive Experience Network, and named one of the Blooloop 50 Immersive Influencers 2025. Be it a cruise liner or crematorium, misinformation or magic, Sheena brings a practitioner's eye to the tensions between creative intent, commercial constraints and what actually lands with the people in the room.