‘Persona’ is a new approach to immersive art/performance where community members and local professional artists will be involved in a collaborative creative process resulting in collective experience and public expression. Through the production of common shared stories and representations. ‘Persona’ aims to directly involve the community in the art-making process and live events. Each project will involve several local business places that will become sites in which stories unfold. These ‘hosts’ will participate in the temporary transformation of their spaces through changes in light, sounds and set design. The traditional relationship with the audience will be questioned and in some case redefined to promote participation.