Abstract
The article deals with the topics related to the application of virtual and augmented reality technologies in the sphere of culture and art. The essence characteristics of VR and AR-technologies are given. The essence of the concept of “immersiveness”is revealed. Techno-technological aspects of VR and AR technology in the modern cultural space are as well as cultural aspects. The main regularities and peculiarities of virtual and augmented reality technologies' interaction with the sectors of cultural space open both for immersive influ-ence and for the use of one or another visualization technique ―with cinematography, museum business, tourism, theatre, fine arts ―were revealed. The factors determining the nature of mutual influence between culture and the latest technologies have been analyzed. Besides, the article presents a number of tasks per-formed with the use of immersive technologies and examples of their use in the “Arte-fact”program. The problematic points in the application of VR and AR technologies have been identified, concerning both socio-ethical and marketing factors. The conclusion is made that the use of the latest technologies in the cultural sphere contributes to overcoming the boundaries between the various sectors of creative activity,creates the prerequisites for transforming culture into a single information and semantic space.