The Locus Of Fear 7 (TLOF_7)
One example is the project The Locus of Fear, in which UMC Amsterdam collaborates with the University of Twente and 2 IX creators from the cultural and creative industries. In this practice-based artistic research project, they explore how IX can help us better understand and measure experiences of fear.
Involved organisations
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Towards a Common Language for Immersive Experiences: a Cross-Sector Exploration of Concepts and Measurement
How are IX effects measured? And do different sectors even mean the same thing when they use IX concepts and measurement methods? These questions keep evolving alongside developments in the IX field. For Zuyd University of Applied Sciences, this is reason enough to take a fresh, critical look at how existing concepts and methods are perceived — together with other research groups and IX creators from the creative industries.
Ethiek verbeelden: bruggen slaan tussen analoge en digitale immersieve ervaringen
This project explores how analogue and digital forms of immersive experiences can reinforce each other within an educational context. The central research question is how human interaction, empathy and ethics can be preserved when traditional role-play scenarios are enhanced with digital components. The project aims to develop an integrated model that makes optimal use of both the power of face-to-face role-play and the possibilities of digital immersion. The previously developed IX 'De Lifetimer' serves as a test case for an analogue immersive experience in which participants use physical aids, such as name tags and simple props. This setting emphasises closeness, spontaneity and emotional engagement. The workings and impact of these low-tech elements are systematically examined in terms of immersion, imaginative power and emotional response. In parallel, the project explores how similar effects can be achieved digitally, for example through visual effects or immersive audio. These digital approaches are tested and evaluated through proof-of-concepts. Ultimately, the project will develop a hybrid bridging model that meaningfully connects the analogue and digital IX worlds and encourages exchange between the two domains. The intended outcomes include: a theoretical framework for hybrid immersive learning experiences, a series of proof-of-concepts demonstrating practical applicability, and a growing network of analogue and digital creators. In doing so, the project makes a concrete contribution to the development of responsible, future-proof immersive experiences in educational settings.
EGG: Hoe een immersieve kunst beleving over transitie doorwerkt in het dagelijks leven van mensen en groepen in een wijk
EGG is a large-scale, sensory-interactive and learning art installation in the shape of an egg, designed to spark encounters and conversations about societal system transitions. The sculpture has a smooth, organic form. Visitors can lean against it, climb on it and move freely around it. They can experience the ‘hatching process’ of an unknown, fictional creature inside the egg through their senses. Through the use of augmented reality (AR) and sensor technology, EGG responds to heat, light and sound. This creates a responsive and partly unpredictable system that prompts spontaneous encounters and conversations among bystanders about transitions taking place in the neighbourhood. The project's implementation and research are guided by the Public Values Guideline for Immersive Experiences (CIIIC), which serves as a framework for the careful handling of visitors, data and societal impact. Art and performance can have profound effects on empathy, meaning-making and shifts in perspective (Brown & Novak-Leonard, 2011; Broadhead & Hooper, 2024; Norton, 2015). However, there is limited knowledge about how such experiences carry through into everyday behaviour, social relationships and neighbourhood-based transition practices (Spaas, 2024; Horvath et al., 2025). This research addresses the question: how does the installation and its development over time resonate with people and within neighbourhood-based transition processes (Vervoort et al., 2020)? And how can the effects of human–art interaction be interpreted in terms of values, relationships and community-building (scaling deep), as a basis for meaningful translation to other contexts (scaling out) (Fraser, 2010 & 2023; Moore et al., 2015)? The research maps experiences, emotions, meanings and possible shifts in thinking and behaviour, building on the data generated by the installation through qualitative research: • EGG as Canvas: visitors leave behind written, drawn and material traces; • EGG Radio: a participatory platform where young people in particular discuss their experiences; • AR and sensor data: which reveal interactions, attention and resonance patterns.
To what degree do interactive agents enhance the willingness-to-adopt IX?
IX environments have the potential to transform how people train physical, interactive skills - from surgery to team sports. Vrije Universiteit Amsterdam, working with movement scientists, IX developers and a user-experience designer, is investigating whether interactive avatars that physically respond to a user's movements can make XR training more engaging and effective. The test case is a football training exercise in which participants learn to make themselves available for a pass - with and without virtual defenders that move in response.
The Good, the Bad, and the Ugly: Exploring the Potential of VR for Decolonial Storytelling
Public values are a key priority of the CIIIC funding programme. How do we ensure IX applications are developed, deployed and used responsibly? This theme runs through every funded project like a common thread. The project led by Inholland University of Applied Sciences (with partners including the National Archives and the National Library of the Netherlands) focuses entirely on public values. Its central question: how can scriptwriters responsibly develop cinematic VR stories about colonial histories and their continuing impact on society today?
May I ask you a question? A large-scale experiment examining the effectiveness of a multimodal, conversational digital dietitian on nutritional knowledge in virtual reality
Dietitians play a key role in healthcare, but a shortage of well-trained professionals is looming. Wageningen University & Research is therefore investigating an immersive digital dietitian: in VR, patients learn about portion sizes, energy density and food preparation by preparing virtual meals themselves. The central question is whether the virtual dietitian's conversational abilities and non-verbal communication - asking questions, gestures, facial expressions - further strengthen the learning effect.