We recently welcomed Martin Monov into the newly created role of Immersive Technology Specialist within our Business Winning team.

The title Immersive Technology Specialist can encompass a range of roles depending on the context and industry. Broadly speaking, a specialist of this nature works with technologies that enable immersive experiences – often involving virtual production pipelines, such as XR, AR, MR and VR.

The role focuses on several key aspects, including: technology integration, hardware and software expertise, training and education, research and content development and collaboration.

We asked Martin to explain more about what this actually means in his day-to-day work. And while we were at it, we asked him to share insights into some of the most fascinating content sessions he attended during the BEYOND Conference last week…

Tell us more about your role?

I’ll predominantly be a key part of the development team for the new d&b immersive technology experience centre. Opening February 2024, the centre is dedicated to showcasing the next generation of technologies powering audience and event engagement, studio creation, pipeline and workflow optimisation for broadcasters and corporates clients.

The centre aims to provide a deeper understanding of how and why immersive technologies should be incorporated within existing businesses and venues, while demonstrating their capabilities in a stress-free, collaborative environment.

You attended BEYOND last week – an annual conference for thinkers, makers, investors and researchers across the creative industries. What were some of the highlights for you?

• In ‘Oman: Using Art & Tech to Tell a Nation’s Story’, the panel explored a groundbreaking approach to museum projects that seamlessly blends the realms of art and technology to narrate a nation’s story in a captivating and immersive manner.

Traditional museum exhibits often rely on static displays and textual information, but this innovative methodology seeks to transcend these limitations, offering visitors an engaging and dynamic experience. The narrative unfolds as a journey through time and culture, employing cutting-edge technologies such as augmented reality, virtual reality, and interactive installations. Through these mediums, visitors are transported to pivotal moments in the nation’s history, providing a multi-sensory understanding of the cultural tapestry that defines its identity.

The project’s core philosophy lies in fostering a harmonious convergence of artistic expression and technological advancements. Artistic installations serve as visual and emotional anchors, while technology acts as a conduit, breathing life into the exhibits. This synthesis enables a more profound connection between the audience and the narrative, transcending the traditional museum-goer experience.

In recent years, WL has also delivered heritage sector exhibitions such as Leonardo: Experience a Masterpiece at the National Gallery and Science Fiction: Voyage to the Edge of Imagination at the Science Museum. Both projects embraced some of the potential for immersive AV technologies to change the game for visitor interaction and engagement.

• The CoSTAR network – a revolutionary initiative set to elevate the UK’s screen and performance sector to new heights, was unveiled at BEYOND. Comprising of five cutting-edge Labs strategically located across the UK, CoSTAR is a collaborative effort bringing together a diverse array of partners from academia and the creative industries.

Endorsed by UK Research and Innovation, with support from the Arts and Humanities Research Council, this transformative £75.6 million program is poised to be a catalyst for world-class Research and Development (R&D). The network is specifically designed to meet the demands of the industry, offering state-of-the-art facilities and a wealth of expertise to facilitate groundbreaking innovation.

CoSTAR’s focus extends to emerging technologies in the realm of screen and performance, with a particular emphasis on the integration of artificial intelligence and virtual production. By harnessing the power of these cutting-edge technologies, the network aims to position the UK at the forefront of global advancements in the entertainment industry.

• ‘Creative Technologies Transforming Life Experiences’ explored the profound impact of cutting-edge creative technologies on the fabric of our daily lives. The panel featured WL’s Jason Larcombe, Peter Kirkup – disguise, Michael Al Far – MalfMedia and Alex Counsell – University of Portsmouth’s Centre for Creative and Immersive Extended Reality (CCIXR). Together they delved into the ways in which innovative technologies are reshaping human experiences, fostering connectivity, and enriching the quality of life.

From augmented and virtual reality to artificial intelligence and interactive design, the narrative unfolded by showcasing real-world examples where these technologies are making a tangible difference.

The panel highlighted transformative applications in healthcare, education, entertainment, and beyond – illustrating how creative technologies are breaking down barriers and providing new avenues for expression. The session also took a forward-looking approach, exploring the potential future trajectories of creative technologies. It examined how ongoing advancements may continue to shape our daily lives, fostering a sense of wonder and anticipation for what lies ahead.

Contact us to discuss your next project.

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