Real-world Immersion at Scale: the Future of Spatial

{
  "id": "PP1162917",
  "track": "Tech & AI",
  "focus_area": null,
  "category": "Presentation",
  "event_id": "PP1162917",
  "event_type": "panel",
  "format": "Presentation",
  "genre": null,
  "subgenre": null,
  "name": "Real-world Immersion at Scale: the Future of Spatial",
  "presented_by": "Eirmersive and Global Ireland",
  "publish_at": "2026-03-04T13:06:00.000-06:00",
  "reservable": false,
  "reservable_id": null,
  "reserved": false,
  "date": "2026-03-14",
  "end_time": "2026-03-14T17:00:00.000-05:00",
  "start_time": "2026-03-14T16:00:00.000-05:00",
  "message": null,
  "image": null,
  "credentials": [
    {
      "name": "Music Badge",
      "type": "music"
    },
    {
      "name": "Platinum Badge",
      "type": "platinum"
    },
    {
      "name": "Innovation Badge",
      "type": "innovation"
    },
    {
      "name": "Film & TV Badge",
      "type": "filmtv"
    }
  ],
  "contributors": [
    {
      "id": 107369,
      "company": "Muki-International / IBC ACCELERATORS",
      "credential_types": [
        "filmtv",
        "innovation",
        "music"
      ],
      "entity_id": 2280144,
      "name": "Muki Kulhan",
      "speaker_types": [
        "Speaker"
      ],
      "title": "Innovation Lead",
      "image": {
        "alt_text": "Muki Kulhan",
        "credit": null,
        "url": "https://images.sxsw.com/F_Z6-tYMu8_ZxQliyT2QOcEztMQ=/46x170:1095x1219/600x600/images.sxsw.com/48/cad521aa-97c8-47c8-b8ec-2e1528c46645/pcid-1009543"
      },
      "speaker_type": "Speaker",
      "details": "Muki is a multi-award-winning, BAFTA-nominated Chief Innovation Officer, Executive XR/R&D Producer and Creative Technologist with over two decades of pioneering interactive, immersive and emerging media productions across music, entertainment, gaming, sport and broadcasting. \n\nShe is the Co-Founder and CInTO of Original Version the B2B marketplace start-up launching in 2026 that responsibly captures, stores and licenses 3D Talent Assets and data sets to creative production partners, all with Talent consent, credit and compensation at the front and centre.\n\nShe also currently leads the IBC Accelerators Media Innovation R&D Programme, with other clients present and past Red Bull, Paramount, BOSE, The National Galleryand BBC’s The Voice UK, where she EP’d “The Virtual Voice’, BBC’s first-ever series of 360°VR in 2015. Previously, she spent over ten years in the ‘00s launching MTV International’s first digital platforms, websites, apps, live-streaming, and groundbreaking interactive stunts for artists, labels, events and brands.\n\nAs a globally in-demand, professional keynote speaker and moderator, Muki has conducted over 1,127 interviews since 2017, and appears at events such as SXSW, MPTS, MWC/4YFN, AWE, UnitedXR, Immersive Tech Week, Abbey Road Studios Spatial Audio Forum, Innovate UK, British Screen Forum and more. She also sits on several Advisory Boards, Juries and Committees, and regularly contributes to tech papers, standards, frameworks and thought leadership publications focusing on emerging and frontier technologies for media and entertainment. Oh yeah, and she’s a huge fan of animal rescue shelters too, with a special biggup to her two pointy-faced Sighthounds from Battersea Dogs & Cats Home.\n",
      "links": {},
      "type": "person"
    },
    {
      "id": 107368,
      "company": "Chinese Theater/Dolby Theater",
      "credential_types": [
        "filmtv",
        "innovation",
        "music"
      ],
      "entity_id": 2280143,
      "name": "Shawn Barrett",
      "speaker_types": [
        "Speaker"
      ],
      "title": "V.P. Experiential Design & Partnership Activations",
      "image": null,
      "speaker_type": "Speaker",
      "details": "Shawn C. Barrett’s- Chinese Theater/Dolby Theater - Began at fourteen while working behind the scenes on productions. He moved to California and joined Walt Disney Imagineering, working on lighting and special effects for EPCOT Center. In 1992,  Disney established one of the world’s first Virtual Reality Studios, developing groundbreaking location-based experiences including Aladdin’s Magic Carpet Ride, reinforcing Barrett’s belief that storytelling could extend beyond screens into immersive environments. In 1995, Barrett  received a 1998 Innovation Award from the European Commission of Innovative Enterprises (EU|BICs), recognizing its pioneering vision for immersive entertainment. Over the next three decades Barrett worked across more than 30 countries as an experiential technologist and XR designer, collaborating on museums, immersive attractions, and media infrastructure projects incorporating emerging technologies including AI, XR, volumetric cinema, and interactive architecture. Today,  Barrett leads initiatives advancing Phygital Placemaking—the convergence of architecture, immersive media, and digital ecosystems. In 2022, he initiated the Hollywood 3.0 Phygital Convergence Masterplan, exploring how Hollywood can evolve into a global center for immersive media, AI-driven storytelling, and next-generation experiential entertainment. On October 16, 2025, this vision was presented during Tech Week at the Hollywood Broadcast Studios inside the historic Chinese Theatre, bringing together Caltech AI program leaders and innovators in XR, virtual production, and immersive technology. At the heart of the initiative is a city-wide phygital masterplan reimagining Hollywood’s global identity—",
      "links": {},
      "type": "person"
    },
    {
      "id": 103562,
      "company": "Imvizar",
      "credential_types": [
        "filmtv",
        "innovation",
        "music"
      ],
      "entity_id": 2272208,
      "name": "Michael Guerin",
      "speaker_types": [
        "Speaker"
      ],
      "title": "Founder & CEO",
      "image": {
        "alt_text": "Michael Guerin",
        "credit": null,
        "url": "https://images.sxsw.com/mlj6744KSy_QzcsE5Uy2Y3Ye_vM=/0x0:172x172/600x600/images.sxsw.com/48/e5f84848-39a0-4c8d-8362-3db31bc1959f/pcid-1654647"
      },
      "speaker_type": "Speaker",
      "details": "Michael Guerin is the Founder and CEO of Imvizar, an immersive storytelling company that has delivered over 150 augmented reality experiences across 14 countries for organisations including Salesforce, Dell, Bupa, and Grant Thornton. Imvizar recently launched Lureo, a no code platform that enables creators, brands, and cultural institutions to design and publish location based AR storytelling experiences without technical expertise.\n\nPreviously he founded Smart Docklands, Ireland’s smart city testbed, where he worked alongside organisations including Google, SoftBank, Microsoft, and Mastercard, leading programmes focused on 5G, smart cities, and immersive technologies.",
      "links": {},
      "type": "person"
    },
    {
      "id": 103561,
      "company": "Glasseye",
      "credential_types": [
        "filmtv",
        "innovation",
        "music"
      ],
      "entity_id": 2272207,
      "name": "Janet Beck",
      "speaker_types": [
        "Speaker"
      ],
      "title": "CEO",
      "image": {
        "alt_text": "Janet Beck",
        "credit": null,
        "url": "https://images.sxsw.com/LU4XGhyogIGQCssxN0mbJDD9JLk=/600x600/images.sxsw.com/48/034244a6-5a50-e37e-9894-3c356651384a/pcid-1594598"
      },
      "speaker_type": "Speaker",
      "details": "Janet Beck is CEO of GLASSEYE, a creative technology company designing programmable environments for culture, enterprise and public space. With a background in corporate and brand production, she brings narrative strategy to spatial computing, leading teams that create large-scale location-based XR experiences, such as The Summer Palace & The Intelligence Garden at Outernet London. Her work spans cultural landmarks, enterprise environments and data-driven immersive infrastructure, positioning GLASSEYE at the forefront of the shift from immersive activations to embedded spatial systems.",
      "links": {},
      "type": "person"
    }
  ],
  "venue": {
    "accessible": false,
    "age_policy": "21+",
    "floor": null,
    "id": "V2194",
    "indoor_outdoor": "INDOOR",
    "mixhalo_url": null,
    "name": "Marlow",
    "parent_id": null,
    "parent_venue_name": null,
    "venue_entry_info": null,
    "formats": null,
    "location": {
      "address": "700 E. 6th St.",
      "lat_lon": [
        30.2663066,
        -97.7358631
      ],
      "city": "Austin",
      "postal_code": "78701",
      "state": "TX",
      "name": "Marlow"
    },
    "root": null,
    "events": "[omitted 5 venue events]"
  },
  "description": "Dive into the future of real‑world immersion as we explore how XR transforms theaters, museums, retail, and enterprise spaces into living digital playgrounds. This session dives into spatial computing, mixed reality, interactive environments, and AR wearables, revealing how creators reshape physical spaces into dynamic, programmable worlds. Experience how XR blurs physical and digital boundaries and stay for live demos showcasing these innovations. These hands‑on demonstrations will highlight how immersive technologies can transform familiar locations into unforgettable shared adventures.",
  "experience_level": "Beginner",
  "audio_url": null,
  "accessibility": [],
  "accessible_venue": false,
  "add_bcl_url": false,
  "add_slido": false,
  "after_midnight": null,
  "age_policy": "21+",
  "american_sign_language": false,
  "apple_url": null,
  "audio_description": false,
  "caption_url": null,
  "captioned_qa": false,
  "closed_captioned": false,
  "cpe_credit": false,
  "event_status": "none",
  "has_subtitles": false,
  "hash_tags": [],
  "high_sensory_experience": false,
  "live": false,
  "long_description": "Dive into the future of real‑world immersion as we explore how XR transforms theaters, museums, retail, and enterprise spaces into living digital playgrounds. This session dives into spatial computing, mixed reality, interactive environments, and AR wearables, revealing how creators reshape physical spaces into dynamic, programmable worlds. Experience how XR blurs physical and digital boundaries and stay for live demos showcasing these innovations. These hands‑on demonstrations will highlight how immersive technologies can transform familiar locations into unforgettable shared adventures.",
  "meeting_url": null,
  "meeting_url_live": false,
  "mentorly_url": null,
  "mobile_audio_url": null,
  "open_captioned": false,
  "playlist_tag": null,
  "rebroadcast": false,
  "recommended_ids": [],
  "search_conversions": null,
  "short_program": false,
  "slido_url": null,
  "sort": "REAL-WORLD IMMERSION AT SCALE: THE FUTURE OF SPATIAL",
  "source": "Official",
  "squad_up_url": null,
  "stream_embed": null,
  "stream_id": null,
  "stream_url": null,
  "strobe_warning": false,
  "subdiscipline": null,
  "summit": null,
  "summit_display_name": null,
  "tags": [],
  "talent_attending": null,
  "title_only": false,
  "track_display_name": "Tech & AI",
  "trailer_id": null,
  "trailer_url": null,
  "video_on_demand": null,
  "vimeo_id": null,
  "vod": false,
  "xr_project_type": null,
  "youtube_id": null,
  "related_events": [],
  "related_sales_client": {
    "id": 2244861,
    "type": "brand",
    "name": "Ireland House",
    "company_headline": "Ireland House returns to SXSW. Join us in Marlow on 13-14 March and meet Irish entrepreneurs, creatives, and industry leaders for expert-led panels, networking opportunities, music, and mixers. ",
    "company_bio": "Ireland House at SXSW is a collaboration between the Department of Foreign Affairs and Trade, Enterprise Ireland, IDA Ireland, and Screen Ireland.",
    "location": "Marlow at 700 E 6th St",
    "logo_url": "https://images.sxsw.com/q6wHIfTcLVa05uobW_OrAhTbtTU=/0x0:1080x1080/950x950/images.sxsw.com/192/bdf0f0c6-34ad-409d-83c3-94d26ecfe990/SalesClient-8542",
    "image_url": "https://images.sxsw.com/lMkNK9GteJO8WjnQCqPN6BJ_bF4=/0x504:1279x1357/950x634/images.sxsw.com/193/01a40ddc-7874-4c40-a442-c89dc70a502e/SalesClient-8542",
    "events": "[omitted 6 related events]"
  }
}