Media Cymru and CULTVR invest in shared immersive experiences with four new R&D projects

The Media Cymru × CULTVR Immersive Challenge Fund focuses on immersive innovation to support experimentation and capacity-building within the Welsh media sector, supporting the development of new content. 

In partnership with CULTVR, Media Cymru awarded funding to four research, development and innovation (RD&I) projects. CULTVR is Europe’s first immersive cross-disciplinary space, offering 360º dome environments, XR performance infrastructure and an established ecosystem for artistic and scientific R&D. 

Each project received £15,000 to develop innovative shared immersive experiences. A shared immersive experience brings multiple people into the same immersive environment simultaneously, whether that’s physically, virtually, or both and audiences’ presence and interaction shapes the experience. 

Projects cover gameshows, sensory storytelling and dining experiences, taking advantage of CULTVR’s full 360º dome. They are exploring immersive and XR technologies including spatial soundscapes, interactive design, mixed reality, AR, VR, sensing technologies, real-time processing, projection mapping and data visualisations.  

The fund utilises CULTVR’s infrastructure and expertise to develop high-quality immersive outputs. 

Awarded companies and freelancers include: Awkward Studios, Mark Eaglen, Noelle Nurdin, Owain Llwyd & Peredur Glyn and Tim & Justin Dickel. 

R&D Producer, Greg Mothersdale, at Media Cymru said: “Our Immersive Challenge innovation partnership with CULTVR is extremely inspiring. The people, place, creativity and technology at CULTVR never ceases to amaze and now we have a fantastic array of four collaborative R&D projects from brilliant teams across Wales and beyond. We can’t wait to see what they achieve, especially with the wrap around support from Media Cymru, PDR, Shwsh and Alacrity.” 

Research Associate, Dr Jessica Hoare, at Media Cymru said: “In partnership with CultVR, we are exploring important issues facing those working in this field: how do we support the creation of immersive experiences that are engaging, sustainable and equitable? And, what business models best enable this work to reach audiences?”  

Janire Najera, Creative Director at CULTVR said: “CULTVR was created as a place to research and develop ideas, build prototypes and test them with audiences, helping shape the next generation of immersive content creators. Through this partnership with Media Cymru, we’re proud to support four exciting projects that highlight the strength of Welsh creative talent and explore new possibilities for shared immersive experiences.” 

Awarded Immersive Challenge Fund projects: 

Awkward Studios 

GAME OF DOMES explores whether immersive dome environments can serve as low-cost, rapid testing grounds for quiz and gameshow IP. Awkward Studios is piloting an original immersive experience – building and testing television gameshow mechanics inside CULTVR’s 360º dome. Through their R&D, they hope to discover that domes don’t just offer a new venue for live entertainment – they give the TV production industry a faster, cheaper route from format idea to commissioned series and further licensing opportunities for existing quiz & game IP. 

Mark Eaglen  

Echosystem investigates ideas of emergence by placing audience interactions as central to the experience. The project explores a responsive environment of sensor stations, each one offering an invitation to play. Interactions ripple through a hybrid world of XR visuals, spatial soundscapes and sculptural interfaces, coalescing towards a space that feels alive; a pan-dimensional playground of collaboration between artist and audience. 

Noelle Nurdin, Owain Llwyd & Peredur Glyn 

Lost in Light / Ar Goll yn y Golau is a shared fulldome immersive experience combining Welsh legends, dark-sky data, live ensemble performance and motion-reactive spatial audio. Audiences co-create an evolving soundscape as part of an interactive narrative that explores light pollution, cultural heritage, and human connection in CULTVR’s dome and Eryri National Park Authority.  

Tim & Justin Dickel  

SOURCE: Sea to Land is a shared immersive dining experience that turns Welsh landscapes into sensory storytelling. Using fulldome projection, spatial audio, scent and tactile effects, diners travel Sea to Land, from coastal force to estuary rhythm orfrom forest micro-life to Brecon weather. Tim and Justin Dickel are exploring how immersion reshapes flavour perception and emotional connection. 

The four projects complete their R&D this summer.  

Media Cymru × CULTVR – PLAYBACK After Hours  

Awkward Studios, Mark Eaglen and Noelle Nurdin, Owain Llwyd & Peredur Glyn will be showcasing their R&D outcomes at PLAYBACK After Hours at CULTVR on Wednesday 16 September at 5:30 – 9:30pm. Book your free tickets. Find out more about PLAYBACK.