We are leading a unique team of UK creative industry specialists, pooling our expertise to develop immersive performance experiences for audiences around the world.

Fifteen specialist organisations and pioneers in immersive technology will use their expertise in theatre and performance, the music industry, video production, gaming and the research sector to shape how audiences will experience live performance in the future.

Audiences will no longer be bound by their location. Using devices such as mobile phones, extended reality (XR) headsets and streaming, they will experience live performance like never before.

For two years the group, which includes leading British arts companies, global technology giants and top British universities, will work together to explore what it means to perform live using emerging technologies with the intention of delivering an immersive live performance on multiple platforms in 2020.

They will explore the possibilities of virtual reality (VR), augmented reality (AR), mixed reality (MR), and the opportunities of real-time immersive performance that are connected across multiple platforms, creating opportunities for the UK cultural sector to change the way audiences experience live performance by making it more immersive. 

We are leading the programme, working with:

  • De Montfort University
  • Epic Games
  • i2 Media Research Limited
  • Intel
  • Magic Leap
  • Manchester International Festival
  • Marshmallow Laser Feast
  • Nesta
  • Phi Centre
  • Philharmonia Orchestra
  • Punchdrunk
  • University of Portsmouth
  • The Space

The £16 million investment is a key element of the Audience of the Future programme - part of the government Industrial Strategy Challenge Fund delivered by UK Research and Innovation, that was announced by government in March 2018 in the Creative Industries Sector Deal. 

You are in: About us