Jim McLoughlin, Bray’s creative director, commented: “Humans crave contact; we need to gather together in groups and tell stories - it’s a primal desire that we have not evolved beyond. We also like to have our cake and eat it, so hybrid events give both face-to-face contact by physically attending but pull in global virtual audiences. The challenge is to achieve a truly integrated event where both audiences can interact whilst an event is running, and then collectively access always-on, on-demand content.
The UK Pavilion: coming alive with VX Lab presence
The UK Pavilion at Expo 2020 Dubai, 1 October 2021-31 March 2022, is using VX Lab technology. The Pavilion, inspired by one of Stephen Hawking’s final projects, 'Breakthrough Message', invites visitors to consider what message we would communicate to express ourselves as a planet should we one day encounter other advanced civilisations in space.
VX Lab is fully integrated into the UK events programme at Expo, with Bray’s teams designing, developing, and hosting the UK Pavilion environment. 191 countries are taking part in the hybrid global event
McLoughlin added: “One of the things we noticed about virtual events is that most virtual platforms give little by way of an experience. Sure, it was a live event but in terms of visitor experience, it was barely different to visiting a normal website. This is where VX Lab was conceived. We wanted to create something that gave visitors the experience of being present in a 3D space with varying levels of interactivity – a space where they had control of a journey rather than just surfing page after page.”
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