Visual Arena – a meeting place for immersive experiences in Gothenburg

Visual Arena sees strong signals from our network and global trends that now is the time to explore the transformative potential of immersive installations in Gothenburg. What began as a small gathering of enthusiasts grew into an inspiring session with 30 participants, representing private businesses, public organizations, academia, and artists—each contributing unique perspectives to this exciting initiative.

What is the Immersive Installations Project?

This project aims to position Gothenburg as a hub for cutting-edge immersive technologies, redefining how people engage with art, education, entertainment, and beyond. By blending physical and digital spaces, immersive installations open up unparalleled opportunities for engagement, creativity, and inclusion.

Why Now?

Immersive technologies are revolutionizing storytelling and experience design, creating a paradigm shift in how we interact with the world. Key opportunities include:

• Transformative Experiences: Redefining how we experience art, culture, and information.
• Technological Innovation: Leveraging advancements in VR, AR, AI, and projection mapping.
• Social Impact: Serving as platforms for dialogue, education, and inclusivity.
• Accessibility: Bridging diverse audiences and democratizing storytelling.
• Creativity & Co-Creation: Empowering participants to shape their experiences.
• Economic Opportunities: Driving innovation, tourism, and sustainable business models.

Insights from Industry Leaders

Our study, which included 7 interviews with industry leaders such as CEOs, founders, and experts in immersive design, revealed critical strategies for success:

• Sustainable Business Models: Build partnerships and explore flexible financial models.
• Overcoming Resistance: Blend digital and physical to attract both new audiences and traditionalists.
• Integration of Technology: Use AI and digital tools to enhance storytelling without overshadowing it.
• Educational and Therapeutic Potential: Use immersive technologies for education and inclusion.
• Audience Engagement: Ensure accessibility and interactive experiences for diverse audiences.
• Innovation and Experimentation: Start small, collaborate, and test bold concepts.
• Environmental Considerations: Highlight the reduced impact and logistical simplicity of immersive art.
• Strategic Planning: Combine strategy, training, and collaboration for successful execution.

Key Insights from Our Session

One key topic stood out: Business Models and Funding.

Participants highlighted the need for sustainable and collaborative funding models to unlock the full potential of immersive installations.

1. Collaboration and Co-Creation: Partnerships between businesses, public institutions, academia, and artists are key.
2. Understanding Economic Drivers: Recognizing the financial motivations of each stakeholder group is crucial for aligning incentives and creating impactful results.

Visual Arena’s Contributions

Visual Arena will lead and facilitate this project, integrating ongoing initiatives and resources to support its success:

• XR Sweden Feasibility Study, funded by Vinnova.
• 2 Technical Artists (LIA students during H1 2025).
• 10 Master Students as part of the Experience to Insights Lab.
• Narrative XR Lab, starting in January 2025 to explore immersive storytelling.

Join Us!

The journey begins in January 2025, and we are now inviting individuals and organizations to join us. We are looking for contributors whose time, technology, and facilities align with the project’s vision.

Here’s how you can get involved:

• Time: If you can contribute 20+ hours, let us know your availability.
• Technology: Share details about tools or systems you can offer.
• Facilities: Outline any spaces you can provide for testing and experimentation.

By joining, you will:

• Shape the future of immersive installations in Gothenburg.
• Be part of a global movement driving innovation in storytelling and user engagement.
• Position yourself and your organization as leaders in this transformative field.

Register your interest and contributions by emailing Martin Högenberg