Abstract. This article analyzes the concept of “living museum” and related immersive technologies of museum exhibition activities. The author examines the history of the formation of this concept, based on the ideas of P.A.Florensky, N.F.Fedorov and D.S.Likhachev, as well as the features of its modern understanding and implementation. The author aims to formulate important tasks, the solution of which will make it possible to lay the conceptual foundation for the introduction of technologies and forms of a “living museum” in modern exhibition activities, providing spiritual storage of tangible and intangible heritage objects.