Companies awarded R&D funding for immersive content at Outernet London

Last summer, in collaboration with Outernet London, we welcomed pitches for bold immersive content with one of the most advanced real-time media stages in the world. 

Following an Outernet workshop in summer 2025 at Tramshed Tech in Cardiff and an application process, the two companies chosen to develop their ideas are ATXR and CreuTech.    

ATXR is a digital creative studio based in North Wales, combining creativity, design, data, and technology to deliver outstanding, results-focused projects. Their teams are storytellers at heart, driven by a passion for interactive technology that fosters genuine engagement. 

CreuTech Ltd. delivers XR, VR and AR content for cultural institutions and design audience-led interactive experiences. 

ATXR – Anwen: Unbound

ATXR’s project – Awen: Unbound – is an uplifting journey from containment to creative liberation, an immersive experience fusing light, sound, and nature to awaken the senses. Powered by real Welsh environmental data and plant-generated music, it invites visitors to co-create a vibrant, living landscape, revealing how nature inspires innovation, nurtures hope, and reconnects us to the collective. 

Anna, Managing Director at ATXR said: 

“This project deeply aligns with our company’s core values: a love for innovation, creative expression, and being rooted in North Wales. Awen: Unbound allows us to reintroduce our culture and nature back into technology and showcase it to a national audience.

“The R&D phase is inherently exciting because it involves the unknown – determining the precise methods for the project’s success. It is our deep experience and creative capabilities that enable us to tackle R&D challenges like this one. Our innovation for this project lies in the unique combination and storyline: integrating data with visuals and sounds to invoke a truly wonderful and unique experience.”

CreuTech – Artio

CreuTech Ltd.’s project – Artio – is an interactive musical mythscape that reimagines the Arthurian legend through an ecological and feminist lens. Using music, gesture recognition and immersive visuals, audiences co-create the story as it unfolds. 

A living myth powered by movement and sound.  

Led by Ashley McAvoy (Producer) and Klaire Tanner (Creative Director), the R&D brings together an extraordinary collective of artists, technologists, and musicians under CreuTech Ltd., including acclaimed Welsh singers Alys Williams (The Voice) and Steve Balsamo (Jesus Christ Superstar, The Storys), playwright and screenwriter Tracy Harris (Mumfighter, Port Talbot Gotta Banksy), and Eisteddfod crown winning poet Owain Rhys. 

Together they explore how interactive music and generative media can evoke emotion and myth within Outernet’s immersive space, developing scalable creative and technical processes for  future music-led storytelling projects.

Producer Ashley McAvoy said: 

“Artio is about restoring balance between myth and ecology, technology and touch. We’re excited to discover how audience movement can shape both music and meaning, turning Outernet into a living, breathing story. This R&D lets us experiment with form, sound and collective authorship.” 

Klaire Tanner, Creative Director of CreuTech Ltd., said: 

“Artio is about merging story and music to create emotional impact at an immense scale. We’re learning how to build for a space as vast as the Outernet, and how audiences react when they feel they can influence the story unfolding around them. It’s an experiment in immersion, intuition, and emotional connection. We’re incredibly grateful to Media Cymru for funding this project and making it possible.”

Both projects will amplify the identity, and future, of creative innovation in Wales and harnesses the extraordinary technological capabilities of the Outernet.   

Jad Zouein, Director of Media and Creative Technologies at Outernet, said: 

“We are delighted to be working with Media Cymru, their programme funding two unique immersive works is what the Outernet loves to get behind. We saw great potential and are supporting them develop content for the show moment in the NOW Building. 

ATXR use live visitor interaction and climate data to bring a striking alien flora and fauna world to life, something we haven’t explored before. CreuTech use brilliant 360 world building skills to pull us into an enchanting world of myth and mystery, with a soundtrack to match. Impressive creations from both outfits. 

Excited for the Outernet and Media Cymru, and mostly our faithful visitors!” 

Producer at Media Cymru, Gavin Johnson, said:

“Outernet is a live, immersive canvas sitting in the heart of one of the world’s busiest cities. For Welsh creatives, this is a rare chance to experiment at scale, to connect with new audiences, and to tell powerful stories using some of the most exciting technology out there. It’s exactly the kind of future-facing platform that aligns with Media Cymru’s mission to champion innovation, sustainability and inclusive growth in the media sector.   

We see this as the start of a long-term relationship between Wales and one of the UK’s most visible creative stages. We can’t wait to see how our creators rise to the challenge.”  

Awen: Unbound and Artio will be available to view at the Outernet from March 2026. The immersive experiences will also form part of Media Cymru’s landmark showcase in Autumn 2026. 

We look forward to seeing these immersive experiences come to life! Follow us on social media (LinkedIn and Instagram) or sign-up to our newsletter for updates. 

About Outernet

Outernet is a global media entertainment company bringing together music, film, art and gaming in immersive ways. Their London entertainment space, based in Tottenham Court Road, features the world’s largest and high-resolution wrap-around screens.