Audience of The Future Design Foundations - Competition Results PDF

Results of Competition: Audience of the Future Design Foundations
Competition Code: 1805_ISCF_AUDIENCE_DF
Total available funding is £1,220,650

Note: These proposals have succeeded in the assessment stage of this competition. All are subject to grant offer and conditions being met.
Participant organisation names Project title Proposed project costs Proposed project grant
THE BLUEPRINT (GROUP) LIMITED The neurological and physiological £58,309 £34,985
effects of colour variation in an
immersive environment
Note: you can see all Innovate UK-funded projects here https://www.gov.uk/government/publications/innovate-uk-funded-projects
Use the Competition Code given above to search for this competition’s results
Funders Panel Date: 16/08/2018 1

Project description - provided by applicants
We know that there are well-established, traditional principles and theories of colour, and the psychology of colour perception, across the
entire creative design industry. However, an industry-wide accepted set of creative guidelines for producing immersive content is very much
incomplete. It is a very different medium to traditional creative formats and even to that of 3D content viewed on a normal digital screen.
Discover: This project involves rigorous primary customer research and medical/clinical expertise to understand the impact of different
creative choices involving colour on the neurological and physical effects of immersive experiences, using chronic pain sufferers as an
'extreme case'. We aim to explore the effects on humans of different aspects of the virtual environment and apply this knowledge to real
content.
Define: We will synthesise our research, defining specific 'cause and effect' relationships between creative choices in a specific immersive
experience and the participant's mental/physical state. We will begin to contribute to the definition of the 'archetype' immersive experience for
a wide range of audiences (potentially including those with physical or psychological issues).
Develop: We will create and test a range of different prototype experiences using different creative choices with end-users to validate and
refine our thinking. Through this process, we will start to develop specific guidelines for the optimum immersive experience. We will facilitate
an iterative process as we apply what we have Discovered to then Define and ultimately Develop stages as we make new discoveries through
the prototyping/testing process, and refine the problem/opportunity definition accordingly.
Deliver: We will create guidelines and/or adaptable resources from our findings that can be used by anyone in the creative industry creating
an immersive experience. This would help content creators to deliver immersive experiences that meet the needs of a broader, more inclusive
audience and induce desirable neurological or physical effects within the audience, therefore making the experience even more 'immersive'.
This is an innovative project because there is currently little completed research regarding creative choices in this medium and their effects on
the neurology and physiology of end users. The unique professional team we have put together includes both Creative Content Experts and
Healthcare Clinicians, with access to an exclusive audience (through their patient base) who are experiencing extreme neurological and
physiological effects courtesy of Chronic Pain Syndrome. The output will be scientifically proven creative guidelines for immersive VR content,
regardless of technical platform.


Studio GO GO Ltd generating propelling & compelling £38,612 £27,028
VR content: a user-centered
feasibility study

Studio GO GO is a new startup company that aims to create truly thrilling, motion-based VR ride experiences that use nothing more than the
technology contained in a virtual reality headset, a little creative ingenuity, some technical know-how, and a user's own spirit of adventure and
play.
For the last fifteen years Studio GO GO Director and thrill engineer Brendan Walker has consulted on the development of thrill rides. He also
conducts his own thrill ride experiments. Over the past three years he's been experimenting with the use of virtual reality to add excitement to
a rider's experience of physical motion. He's had some great success.
Studio GO GO now gives you access to the wealth of design expertise Brendan and his team can offer in delivering thrill ride experiences
straight to your VR headset.
This government-funded feasibility phase is a critical step in launching Studio GO GO in their mission. While billion pound theme park
empires like Merlin Entertainment are busy retrofitting VR headsets to creaking old roller coasters, in remote corners of the UK, hoping to give
them a facelift, Studio GO GO plans to start their thrill ride revolution on the playground equipment of your parks and in the backyards of your
homes.
The first part of Studio GO GO's work is to create virtual content that will be in tune with the movement of your body as it flies through space.
They want to know what riders find most exhilarating, because this will make their VR content doubly thrilling. Once they've cracked that,
Studio GO GO also plan to work with users to explore what thrilling adventures they might be taken on.
But propelling and compelling VR experiences are just one part of the story.
Choosing and trying VR experiences can feel as lonely and lifeless as wandering between exhibits in an old museum (even if exhibits do
amazing things when you press the buttons). In comparison, think about the richness of a theme park visit with friends, where you take
timeout to relax and chat between rides, argue about what you might try next, before taking another intense stomach-churning ride together.
Studio GO GO will design to support the rich tapestry of real interactions and social experiences that can happen around VR content, which

can greatly amplify their qualities. And to do this, they need to learn from you - their potential riders and users.


THE FEELIES LTD Scent Bubbles £42,004 £29,403
University of Sussex £17,953 £17,953

An investigation into the design foundations of a groundbreaking new type of scent delivery for immersive experiences, with minimal lingering
and equipment, and greater flexibility than existing methods. The development will be centred around the learnings, practice, problems and
needs of the creators of those immersive experiences. The human-centered process in this project will reach out to XR and digital theatre
creators as a small and innovative pool around whom to base the first parts of this technology design; yet it could later have applications for
fields from industry to marketing and retail. The team is a union of a creator of immersive experiences, research scentists, and a design firm
to lead the project's processes and capture its full potential.


House of Alternate Realities Ltd The House of Alternate Realities £59,972 £41,980

The **House of Alternate Realities** utilised a user-centred design approach to investigate how immersive and interactive stories can appeal
to a wide audience digitally and on UK television (and worldwide). It utilises a room metaphor to deliver five rooms with different levels of
immersion and interaction. This structure is intended to create a graded exposure to the new media, easing even the most sceptical audience
into the full immersion and interaction with the 5th augmented reality room, as they learn about user-led narrative. The House will be a space
to study the audience as well as educate consumers about what it means to be immersed and interact in a story.
The 1st Room will screen 2D content, closest to what a traditionalist audience is used to, the second room is an opportunity to immerse
yourself in monoscopic 360 film experience from the POV of one of the characters. The 3rd Room is stereoscopic 360 where you can move
around in the volumetric space. In the 4th room you observe a group meeting an augmented reality character. In the 5th room the audience
member is invited to have an exchange with an augmented reality character. Who are the people in the story? What would you like to say to
them? Could the interaction be of value to you?
The project utilises user-centred design techniques to investigate how to deliver immersive digital POV documentaries (as a case study) that
could conquer even a traditionalist audience. It will deliver vital insights into their motivations, perceptions and behaviour and be an
opportunity to learn how to best deliver new forms of immersive interactive digital narrative to the UK television audience.


AKA MEDIA LIMITED [email protected] £59,850 £41,895

Despite technology connecting more people than ever, the space for debating polarising issues seems to be shrinking. Whether it's refugees,
migration, Me Too, Trump or Brexit, it's easier to stay in a bubble with those who agree with us, than to hear alternate views.
Noticing an ever widening chasm in public discourse, documentary filmmaker Aela Callan and war correspondent Kate Parkinson teamed up
to find ways that technology and storytelling can be used to bridge entrenched divides.
The result is "The Distance Between Us," an exploration of how state of the art, virtual reality technology and documentary content can be
used to break echo chambers and stimulate constructive, real world conversations.
Using Design Foundations funding, they will research how interactive storytelling in VR can be used to foster understanding and common
ground between people who hold opposing views. Their experiments will allow them to develop deep insights about their target audience, and
design a narrative journey that strengthens software development of the experience.
The final goal for "The Distance Between Us" is to realise a room scale, social VR experience at major conferences, festivals and events. This
will be a VR installation unique in the way it unites several people inside the VR world, merging hard-hitting storytelling with levels of
interactivity usually reserved for game play.
Drawing on their combined 30 years of storytelling experience, Aela and Kate co-founded "Also Known As," a virtual reality storytelling,
research and design studio which collaborates with software developers, game designers, artists and live performers to realise game
changing immersive experiences.


VIKA BOOKS LTD BBSign: The use of AR + MR to £31,096 £21,767
teach Baby Sign Language to deaf
and hearing pre-schoolers.
BURRELL DURRANT HIFLE DESIGN & £21,700 £15,190

DIRECTION LIMITED

BBSign(TM), British Baby Sign, is a high-quality AR storybook using a combination of smartphones, printed and kinaesthetic products to
teach baby sign language to pre-verbal children (under 3) and their parents. By combining AR, MR (video and audio) with print and textiles,
BBSign uses characters and simple narratives to create an interactive illustrated children's pop-up-style story and communications aid.
Currently there is a lack of accessible and consistent baby sign language in the UK as British Sign Language (BSL) underperforms compared
to the quality of teaching assets for American Sign Language (ASL). BBSign inspires and empowers parents and children to sign at home and
encourages greater BSL uptake in nurseries. It's a playfully immersive interface combining existing smartphone technology with familiar
objects and everyday scenarios (getting dressed, having lunch). BBSign encourages families to copy and learn useful signs as a foundation
for communication. Associated merchandise includes books, flashcards, comforters, games and augmented clothes.
This first phase of the project is Industrial Research concluding with a suite of demonstrative prototypes. A team comprising two creative
design businesses specialising in print and VR, an academic and an innovation studio, will inform the phases of our human-centered study
comprising market research, design & prototyping, user-testing and evaluation. The results of analysis will be used to create a range of
designs and quick fire prototypes for commercially viable products. Prototypes will be tested in a series of human-centered workshops with
parents and pre-schoolers. Results from user-testing and interviews will be logged and evaluated and used to inform design iterations tested
with deaf and hearing families. A final suite of designs together with series of recommendations for future development will be created to
conclude and will form the basis of a larger study to develop a viable business case and series of scalable designs for a commercially viable
product in 2019\.


OPEN INCLUSION LIMITED Immersive broadcast content £41,178 £28,825
experience for inclusive audiences
Brunel University London £17,640 £17,640
CHANNEL FOUR TELEVISION COMPANY

LIMITED

This feasibility project is to investigate the potential for publicly broadcast content to be more inclusive and better appreciated by audiences
with specific access needs, including sensory, physical and cognitive impairments/disabilities and advanced age, through the use of
immersive technologies.


TENGIO LTD The Realm: Immersive Entropy £44,198 £30,939
University of the Arts London £15,802 £15,802

_Imagine a sky filled with flocking starlings: tens of thousands of birds twisting and turning on the wing, moving as a fluid mass and never
bumping into each other. It is an incredible feat and a beautiful sight._
_Then imagine that you can enter a world where you can orchestrate this feat, where the flocking creatures respond to your presence and
your actions._
_**The Realm**_ _is that world - an imaginative immersive experience inspired by the aesthetics of collective natural phenomena._
_Co-created by users,_ **_The Realm_** _aims to engage audiences through generative art and immersive technologies. Each 'player'
observes, interacts and affects collective motion from within a dynamic virtual environment, where multiple biologically inspired 'agents'
reside. Players feel their way intuitively, gradually evolving a language of social interaction through experimentation in gesture, sound and
social cues. Individual interactions will affect collective actions, enabling the player to orchestrate a swarm, drive a herd or attract a colony.
Starting from the same base models and algorithms, behavioural patterns will emerge uniquely through a feedback loop of complex
interactions between agents and players, generated in real time._
_The visual character of the agents will evolve through interaction, as will the surrounding imaginary landscape. The 'collective' may appear
as cellular forms, winged spheres or abstract organisms; the topography as contours, planes or enclosed spaces - depending on the
behaviour of users and the nature of the interactions between human and digital beings. From simple elements, complex behaviours will
emerge._
_Generative programming will enable the experience to gradually evolve. Within a virtual world of image and sound, populations of imaginary
creatures will respond to your presence and your cues. A binaural soundscape will subtly direct social cues and encourage auditory
interaction._
_As you intuitively test your influence on the creatures in the system you begin to develop your own communicative code - no two users will
have the exact same experience and no single user will have the same experience twice._

_Through trial and error, body movements, gestures and sounds will develop an intuitive responsive language - a simple set of codes and
signals which trigger reactions and influence the landscape, the soundscape and unfolding narrative... leading to spontaneous coordinated
collective motion._
_This is the future of immersive arts, no longer a static, passive or isolating experience, but instead an exhilarating, thought provoking and
aesthetically rewarding journey of discovery, where each user affects the evolution._


ASTONISHING LTD The Astonishing Visit £49,984 £34,989

As our population ages, more of us will spend time in places that are not our homes. We risk greater levels of loneliness, which we know can
have devastating health effects.
A few scary statistics on a coming **problem**:
1. The [populations of developing countries][0] are aging rapidly. In Europe the population over 65 has doubled in the last 60 years. In Japan
it's increased 350%. So the number of people needing care will skyrocket.
2. Within care homes already, isolation and loneliness are a growing issue. In the UK, [60% of care home residents][1] get no visitors at all.
3. As families are increasingly dispersed, we're starting to understand the health effects of isolation and loneliness. For example, loneliness
[has been shown][2] to be as harmful to your health as smoking 15 cigarettes a day.
Our **vision** is a world where loneliness has been eradicated from care homes and hospitals.
And our **mission** at The Astonishing Visit is to enable people in long-term care to have at least one stimulating conversation, _every single
day_. By providing immersive film experiences that patients share - in real-time - with remote family and friends.
But in testing prototypes we discovered a fascinating **insight**: families love immersive film, but when it's shared they yearn for it to be
personal. Something they create, not just consume.
This **project** will discover the perceptions and behaviours around immersive film among families. And the behaviours around sharing them
with loved ones in long-term care.
Some of the **questions** we want to answer are:
* How do families perceive immersive film?

* What are the experiences that families most want to film and share in 360?
* Where is immersive film most suitable for families?

* When does personal, immersive film have the optimal benefit for those in long-term care?
* How much can personal, immersive film reduce stress levels of patients?
Immersive film in its origins - like analogue and digital film before it - is seen as the domain of professionals. But this will change. And we want
to understand the human elements that can speed that change - in a way that most benefits families and their loved ones in long-term care.
[0]: https://data.worldbank.org/indicator/SP.POP.65UP.TO.ZS
[1]: https://www.ageuk.org.uk/our-impact/policy-research/
[2]: http://journals.plos.org/plosmedicine/article?id=10.1371/journal.pmed.1000316


SENSING FEELING LIMITED ALIVEmusic - Augmented Live £20,857 £14,600
music performance using
Immersive Visualisation and
Emotion
FRACTURE GAMES LIMITED £20,689 £14,482
Queen Mary University of London £17,793 £17,793

The ALIVEmusic project investigates how live music performances can be enhanced in meaningful ways by Mixed Reality leveraging musical
expression and emotional analytics based on Internet of Things and Artificial Intelligence. We adopt a participatory design approach to better
understand the needs and expectations of audiences and performers in our digital age and instigate content-driven solutions boosting
audience engagement. This project will blend performative data harnessed by smart musical instruments with data characterising the
emotional states of performer sand audiences into a cohesive aesthetic visualisation. Through mapping techniques, computer-generated
visual content will be dynamically layered over stage elements in real time. Initial prototypes will be assessed enabling audiences
unprecedented immersive experiences using either Mixed Reality headsets such as Microsoft HoloLens or Augmented Reality on mobile
phones.


TANGI0 LTD EETE £39,951 £27,966
GRAVITY SKETCH LIMITED £19,987 £13,991

While Virtual Reality headset technologies are pushing boundaries in improving resolution and normalising user experience, its controlling
technologies have been seemingly left behind. VR controllers are big, heavy and reliant on buttons and switches. Project EETE aims to solve
this user pain point by developing a unique hand-held controller. The project consortium includes Gravity Sketch, a software company offering
a 3D sketching solution, and TG0 a hardware start-up specialising in a touch-sensitive material technology.


POSTAL HERITAGE TRUST Creating an accessible immersive £31,870 £22,309
virtual reality experience of Mail
Rail
SCANLAB PROJECTS LTD £21,950 £15,365

Since its inception in the sixteenth century the Post Office has pioneered enormous industrial and social advances. Its archive, the Royal Mail
Archive, is on the UNESCO Memory of the World Register. The Postal Museum provides the widest possible access to the Royal Mail
Archive, Museum Collection and Mail Rail, the Post Office underground railway. The Postal Museum's standout attraction is the Mail Rail
Ride. Between 1927 and 2003, narrow gauge, driverless, trains transferred mail between sorting offices in London, a function which was
integral to the postal service throughout the 20th century. These trains were not built to carry people; the Postal Museum has built trains take
visitors into the rail tunnels and into a projected light animated theatrical experience of its history. However, this experience is not fully
accessible to many visitors with physical disabilities or claustrophobia, sensory disabilities or epilepsy. Visitors must be able to walk unaided
for a minimum of 100 metres on uneven surfaces with minimal lighting, and up at least 70 steps. There is an audio-visual show for such
visitors, but it does not offer an equitable experience to riding Mail Rail.
Equal access for people with disabilities is a core priority for the museum, and virtual reality is an excellent tool for accessibility in relation to a
large range of disabilities. We want to create an accessible Mail Rail experience which is of equal value to the ride itself. We will adopt a
human-centred methodology to produce a design brief for an accessible and immersive virtual reality experience of Mail Rail, which
specifically accommodates and responds to visitors' disabilities and is adjustable by its users.
The Postal Museum refuses to be satisfied with its current offer to people with disabilities. The Postal Museum and ScanLAB Projects Ltd will
explore the needs and accessibility requirements of people with disabilities; produce a design brief; explore ideas and develop prototypes at
speed; test the prototypes with people with disabilities; and deliver a specific brief for the research and development of the design for an
accessible immersive virtual reality experience of Mail Rail. The project will result in a new approach and method to immersive virtual reality
experiences in the cultural sector which is specifically for people with disabilities. There are currently very few projects developing these for
the cultural sector: this work will, in turn, influence the creation of immersive virtual reality experiences more generally.


LIVE CINEMA LTD. Virtually Together: Shared VR £15,645 £10,952
Experiences
IGLOO VISION LIMITED £25,733 £12,866

We are consuming media more and more on our own: with VOD and virtual reality headsets enabling you to watch whatever you want at any
time in your own home, Live Cinema UK and Igloo Vision want to help audiences to continue experiencing culture together in a group setting.
This is a challenge, when virtual reality is designed for one person viewing content at a time, on your own, inside a headset.
Live Cinema UK in partnership with Igloo Vision will explore the potential for 'shared VR' experiences which retain the collective experience of
watching a moving image whilst incorporating new content, specifically 360 degree video, through a 6 month feasibility study, defining the
needs of audiences and cultural organisations and developing possible technological, cultural and financial solutions.
We will work to answer the following questions to work towards a solution for us to be able to enjoy immersive content together:
* What does the increasing popularity of virtual reality mean for collective audience experiences?
* Is this the end of social experiences in the cinema as VR technology becomes cheaper and more widely used?
* Is it necessary to be isolated in a headset to enjoy 360 degree digital entertainment?
This project will investigate some of the possibilities that virtual reality and 360 degree content can offer future cultural audiences, once the
headsets are set aside and the audience can interact and enjoy the experience together - just as they would in a cinema, at the theatre or at a
concert.


LIMBIK LIMITED XR Audience Centred Design - £45,016 £31,511
The Future of Immersive Theatre
University of Portsmouth £14,907 £14,907

The future is digital: how would audiences like technology to integrate with theatre? _Fatherland XR_ brings together live theatre performance
with cutting-edge digital technology - blurring the barrier between reality and virtual reality. For the first time, in a theatre setting, a whole
audience can enjoy a virtual reality experience at the same time - without the need for everyone to wear a headset. Headsets are problematic,
they are a barrier for many, and a significant number of theatregoers are reluctant to engage with them. By putting the audience at the heart
of the design, we now want to continue to push the boundaries of technology - asking what our audience would like next, and how we can
design the experience to best suit them.
Our approach uses the same technology that creates animated avatars in films. Using motion capture, we create characters, scenes and
imagery in a virtual reality headset, live onstage. An actor onstage wears trackers on their body, so they can be projected into the virtual
reality. Audience volunteers wear a headset and interact simultaneously with the onstage actor and with their character portrayed in virtual
reality. The rest of the audience sees the volunteers' experience projected on to giant screens. The audience thus see double: both the reality
of what is unfolding onstage between the actor and the headset-wearing volunteer, and how that action takes shape in virtual reality. At
different stages of the performance, other volunteers are asked to take part and engage in the development of the story.
By putting the audience at the heart of the design, we can test a number of different technological and theatrical possibilities to understand
which are preferable to the audience. _Fatherland_, in its original concept, provided a revolutionary way for theatregoers to experience VR
without the need to use a headset. This next step allows us to do feasibility and audience testing to ensure that future advancements are
developed with the audience's needs and priorities at the heart of the design. This allows us to focus not on what the technology could -- or
should -- do, but what our audience want it to do. Through this process of discovery, we will add definition to this newly emerging technology.
The project will develop performance with audience's needs centrally in mind, allowing us to deliver exciting innovative theatre to delight those
it was designed for - it's audience.


HIDDEN NARRATIVES LTD THE BANG IMMERSIVE £54,472 £38,130
EXPERIENCE

Sunken Narrative will seek to create a format that unites TV fiction, immersive technology, immersive theatre and gaming. The sit back
viewers will become the main protagonists, seeking to solve the mystery set out by a custom-made narrative for the experience. The aim is to
blur the boundaries between the real and the virtual, fiction and fact-based puzzles - to create an innovative, immersive fiction experience for
British TV brands.


MARMELO LIMITED 'Virtual sites' for site specific £46,576 £32,603
theatre
DANTE OR DIE THEATRE LIMITED £10,938 £10,938

Site-specific theatre is a novel, incredibly successful and increasingly popular genre of performance in which the UK is an acknowledged
leader. Performances are devised to play out within, and react against 'real world' locations rather than traditional performance spaces. It is a
style of performance that lends itself to reaching new audiences, and at its best is both artistically innovative and commercially successful.
Despite its benefits and recent popularity, the industry has a major audience challenge: by its nature, performances often take place in low-
capacity venues, without the facilities available in bespoke performance spaces. It is often confined to cities where a range of venues exist,
and is very hard to export or record for future sale in the way that, for example, a theatrical performance might be released on DVD.
Our project aims to take recent innovations that allow for effective augmented reality via computer vision techniques on consumer-level
hardware (e.g. Apple and Android devices) to bring site-specific theatre to new audiences.
We will design and develop a short prototype of an existing site-specific performance in a format that can be 'played back' via a smartphone
or VR headset, essentially bringing the site, as well as the performance, to the user. The audience member would see their existing
environment, but with objects, performers and decorative elements textured onto that environment, taking into account existing surfaces,
entrances and exits.
We are also interested in finding ways to harness this technology to make the experience more accessible for people with visual or hearing
impairments, or mobility issues that would make attending a live performance difficult.
To do this, we will take a user-centred design approach, quickly prototyping different solutions based on observations and feedback from a
range of users through short, iterative prototyping sprints. We hope then to have a clear concept for further R&D.
This is an ambitious project and we believe it is truly innovative. Existing AR/VR solutions tend to focus either on interactivity, typically with
relatively simplistic interactions with your immediate environment, or on placing you in an entirely new location. This will be a rare
investigation into creating a truly hybrid environment. In doing so, we think there is the potential to create an entirely new artform - and one
with significant commercial and artistic potential.


ROUND MIDNIGHT LTD Virtual Reality in Education: £20,584 £14,409
Exploring Risk-Taking Behaviours
and Prevention
BURRELL DURRANT HIFLE DESIGN & £30,554 £21,388

DIRECTION LIMITED

This is an early stage research and development program that aims to educate young people on risk-taking behaviours using state of the art
VR technology and drama techniques. We aim to create a new and innovative way of learning that allows young people to experience
replications of real life scenarios through the use of Virtual Reality. This platform will encourage young people to practice critical thinking,
decision making and understanding the consequences of their actions when faced with difficult situations.
Based on previous research that we have carried out, risk-taking behviours in today's society can include:
1\. Alcohol and drugs
2\. Agressive behaviour and violence
3\. Online behaviour
Using head-set based VR, we will look to create an immersive walk-through experience that allows the participants to assess the behaviour of
others and reflect on their own choices. By developing a unique story based on factual information, thorough research and real-life accounts,
each participant will travel through a narrative that adapts itself depending on the choices made.
To define what risk-taking behaviour means to young people in today's climate we will first conduct research with our intended audience
across the UK. Round Midnight, a creative arts company, specialise in working with young people and bringing to life relevant and important
issues that they face today, through the use of creative techniques, performance and dramaturgical tools. During our research we will aim to
discover what risks effect young people, where the root causes lie and find potential solutions to how we can address these issues.
During this research period, Professor Robert Stone will act as a consultant on this program and offer his expertise in this field. A "veteran" of
the Virtual, Augmented and Mixed Reality (VR, AR, MxR) communities for over 30 years, Robert (Bob) Stone is Professor of Interactive
Multimedia Systems within the Department of Electronic, Electrical & Systems Engineering at the University of Birmingham, where he is also
Director of the Human Interface Technologies (HIT) Team.

Working in conjunction with BDH, we will develop a prototype VR program that we will deliver to pilot Key Stage 3 audiences across the UK.
This will allow the team to assess the impact of the research, the prototype program and it's relevance to today's educational market.


GO JAUNTLY LTD Research study to prototype and £59,462 £41,623
test the efficacy of data-driven AR
content creation in relation to
human emotion and social impact.

Go Jauntly is an award-winning family-friendly walking app. We would like to research and experiment with an Augmented Reality (AR)
prototype that will bring to life data and content about our cities with a view to helping people connect with their environment and surroundings
in new ways. Currently we provide ways for people to discover walks and locations to enjoy in the city as well as the great outdoors by using
imagery and bite-sized facts and information. Users can document their own walking routes to share with our growing community and share
outdoor adventures with family and friends. We have seen a 6000% increase in downloads since Christmas 2017 and have been voted one of
the top 5 lifestyle apps on the world. We now wish to create an enhanced, playful experience for families to walk and learn more about the
nature around them by building upon our in-depth knowledge of walking in cities.
Our prototype will combine AR, open data sets as well as our own curated and crowdsourced content. We hope that this feasibility study will
uncover the approaches potential to change behaviours. We will be running a series of experiments to help us to explore how technology can
steer human behaviour and how it shapes our relationship with nature, particularly in children. This will involve tests to see how families
interact with different features in different settings and with different mindsets. Our findings will help us to understand whether AR can support
adults and children alike in their appreciation of the environment, interpretation and its effects on nature and biodiversity.
Technology and design for good is a growing sector of the creative industries and new research has pointed to nature connectedness being
'positively related to age and nature pictures taken per week, and negatively related to selfie-taking and smartphone usage times'. Whilst
being advised by Dr Miles Richardson, the lead author of this research, we are hoping to find out more about how AR content can improve
our lives and re-engage us. Therefore, the last stage of our testing will explore how we can use our findings to collaborate with other
organisations to increase positive changes in society through the creation of new technology for good.


Ollio The Building Performance Consultancy Agile in Buildings (AnB) £34,471 £24,130
PLAYWERKS LIMITED £25,514 £17,860

Historically, there has been a market failure in the property industry with regard to its ability to produce the kind of buildings that are capable
of actively disrupting occupant businesses to become more productive. The global property industry continues to treat buildings as a tradable
asset class, while showing little regard for end user occupants as customers or how building could be arranged to derive greater value to the
wider economy by vastly improved business performance leveraged by buildings as an active business tools rather than an passive overhead
commodities.
However, new ways to visualise buildings, to build virtual prototypes of them and to have users as customers test and improve the business
effectiveness and functionality of proposed buildings in a virtual world before they are delivered in the real world is now a tangible reality. This
provides the opportunity for buildings to become the virtual products of customers and users, before they become commodities, bringing with
it the potential to disrupt the how buildings are procured and traded. AnB brings together experts in the field immersive reality and the the built
environment to work with perspective business users of buildings allowing them to experience their building before they buy, as a prototyped
product, to provide feedback, to check day in the life realities, to develop their own working prototypes for those parts of the building or its
services that they as users will interface with on a day to day basis. The outcome is design done with users rather than to users, engagement
is improved, business culture changed, employees feel empowered, operation improved in a building that is customised to the organisation
and how it wants to operate.


GOONHILLY EARTH STATION LIMITED Goonhilly Earth Station: Space on £41,283 £28,898
Earth
Falmouth University £14,393 £14,393

What's it like to work in space? How can we get a better understanding of working in an alien environment? What can we learn about the
human body through an experience of working in space, providing a sense of the connections and impacts between the physical and the
physics of space?
Through a collaboration between Goonhilly Earth Station Ltd and the Games Academy at Falmouth University, this feasibility study tests out
the capacity of immersive technology to create a space simulator that provides a visceral experience of being in space and in so doing helps
communicate the fragility of our own planet and our place in the universe. Our project will explore design, technical, communication capacities
of immersive experiences in a museum and industrial context.
It will also consider delivery in a deeply rural setting -- at an iconic location in the history of space and satellite communications at the far
South West of Cornwall.
We will be working to test out new ways of connecting with history and technology, and involving people in that journey of exploration.
Whether someone is deeply interested in technology, has an interest in history and the environment, are on holiday or live locally, young or
old and with or without any access issues - we will be involving a wide range of audience in this feasibility study.


EMTEQ LIMITED Emotion sensing for improved £44,425 £31,098
content creation and personalised
immersive experiences

Communication platforms have transitioned from a one-to-many structure (broadcast media) to a one to one interaction. This increasing
personalisation means that ever more content is needed to match the growing number of demographic niches. In 2016, sales of VR headsets
were below original market forecasts. The total number of units (not including their smartphone cousins) are estimated at 1.2 million --- much
less than the 2 million predicted. The main reason was the lack of engaging content. Currently, many developers are creating experiences
based on a narrow set of assumptions, and without objective data on what constitutes an engaging experience. Understanding the user's
emotions and behaviour is an essential goal for experience designers and content developers, as it offers insight into the user's satisfaction
and overall interaction with the immersive experiences.
The current available solutions are limited to questionnaires conducted after the experience, which rely on the user's inevitably fallible recall.
Alternatively the user can describe their responses in real time, but this breaks the immersive experience by requiring the user to disengage
with the content to provide explicit feedback. Our goal is to explore the potential of real-time emotion recognition technologies for VR/Mixed
reality that avoid these disadvantages by using biosensors to capture implicit emotional responses especially designed for use in Virtual
Reality settings.
Emotional information derived from the user during an immersive experience can enhance the gameplay (e.g. user-user interaction with
expressive avatars via emotional facial expressions), improve the accessibility for disabled people (e.g. enable interaction with facial gestures
for people with limb paralysis) and assist immersive designers (e.g. use as additional input for interaction design or adaptive user experience
design, while also could be used for content evaluation (market research). The latter could drastically reduce the risk and cost of content
development by cutting the distribution risk to the wrong audience, or by allowing marketing to a specific behavioural segment.
The outputs of this research could assist in numerous immersive applications such as: (1) Enhancement of immersive experience design, (2)
Virtual avatars related VR applications, (3) Content evaluation and market research, (4) Social VR and (5) contribute to healthcare
interventions. We have engaged with experts and will further refine the problem, test a range of options and deliver design concepts that can
be evaluated in a subsequent project


THINKSEE3D LIMITED Augmented reality applied to 3D £32,035 £22,424
printed heritage objects

ThinkSee3D Ltd make realistic replica museum objects and statues using 3d printing. These objects are in museums across the UK and
abroad and allow the public to touch believable copies of precious objects normally locked up in cases. The new project will allow those
objects to come to life by projecting animated and interactive content onto them either via an Augmented Reality (AR) mobile app or by using
video projected content that maps onto the objects surface. For example, a statue of an Egyptian god could look as if it were actually
speaking and could tell different stories depending on the person's preferences, age or disability.


CUTE CIRCUIT LTD Enter The Experience £59,655 £41,758

'Enter The Experience' is a next-generation multi-sensory entertainment platform for wide-area narrative experiences. This novel
augmented/virtual reality system combines exclusive patented 3D-audio technology with award-winning real-time haptic sensations in a
wearable interface. The garment is created using the latest advancements in smart textiles which allow it to be constructed entirely without
wires making it lightweight and more natural feeling on the body of the wearer. By stimulating multiple senses in real-time with the perceived
narrative events 'Enter The Experience' creates deeper and more captivating immersive environments.


SAFEGUARD NAUTICA LTD Underwater photogrammetry for £44,993 £31,495
immersive audience experiences
CORE BLUE LIMITED £14,986 £10,490

Marine innovation company Safeguard Nautica Ltd, in partnership with software development company Core Blue Ltd will undertake a 6-
month feasibility study to explore and optimise the use of photogrammetry in the underwater environment to create synthetic environments
based on the real-world with unprecedented photo-realistic detail.
These outputs may be used with Virtual Reality (VR) and Augmented Reality (AR) technologies to transform how people can interact with,
and experience underwater environments such as coral reefs and marine archaeological sites.
Working with a focus group of commissioners, production companies and diving businesses, the project will apply human-centred design to
initial creative concepts to rapidly evolve state-of-the-art solutions for the audiences of tomorrow.


LLAMA DIGITAL LIMITED Using 3D printed objects to bridge £14,504 £10,153
the gap between the physical
space of a museum and the digital
realm
PLAYWERKS LIMITED £15,624 £10,937

New digital technology is emerging that is changing the visitor experience in museums and galleries. However, is this new technology actually
creating barriers between visitors and the museum?
We want to explore low cost methods of bridging the gap between the physical space of the museum and its exhibits, and the digital realm.
Our proposal is to create physical objects and 'stations' that visitors can interact with. Using NFC chips embedded in 3D printed models the
objects can trigger digital content on phones or fixed screens.
The NFC chips are low cost devices that don't require power. They can be embedded into objects by pausing the printing process halfway
through, inserting the NFC chip and then continuing with the printing process. By bringing the NFC chip close to an NFC reader (which could
be a dedicated unit, or a smartphone) we can use information on the NFC chip to trigger content.
This project will explore scenarios that use this mechanism. Imagine a treasure hunt in which you are searching for actual objects that can be
used to unlock clues, or a model of character that you carry around the museum with you to reveal content from that character's perspective.
Perhaps a mockup archaeological dig, in which by selecting a particular spade you will reveal hidden treasures from an associated time
period. These are just a few of the ideas that we want to explore, and bring to life during this project.


MINDWAVE VENTURES LIMITED Using Virtual Reality to bring real £59,154 £41,408
change in attitudes towards people
with schizophrenia

It is widely known that people with mental health difficulties experience discrimination, disadvantage and prejudice in our society. However,
recently there is an increasing understanding of the importance of changing this status quo. Our vision is to help change attitudes towards
people with mental illness with the use of cutting edge technology.
Our project aims to use the medium of virtual reality (VR) to improve empathy and attitudes towards people suffering from schizophrenia.
Schizophrenia is one of the most prevalent serious mental illnesses, with around 1 in 200 of the UK population affected by this condition at
some point in their lives. Although it is a condition that typically affects younger adults. The most common symptoms are hearing voices and
paranoia.
It can be difficult for patients to fully convey their experiences through words alone. Through research, it has been shown that improved
empathy towards patients can increase the level of care and improve communication between patients and medical staff. Psychotic
symptoms can be recognised at an earlier stage if clinicians have experienced symptoms for themselves. Therefore, this VR tool will be rolled
out in an educational setting.
In the VR simulation, participants will experience symptoms of schizophrenia. For example, the user will hear voices whilst they carry out
tasks in VR. We aim to make the experience as immersive and realistic as possible in order to convey an honest representation of psychosis.


Mativision Limited LIME - Live Immersive Music £59,105 £41,374
Experiences

Producing and delivering Live Music and Live events as immersive experiences, is still following the TV-Broadcast paradigm. In the fast-
developing era of immersive and interactive experiences, new and innovative methods and approaches are needed to enable the creative
industries to take advantage of the available and emerging VR/AR/MX and XR technologies.
LIME is a feasibility study to enable Mativision to research next-generation immersive experiences from live music and live performances and
the ways such immersive experiences can be distributed and viewed by the target audiences live (at the time of the event) but remotely away
from the event).
Aiming to define new innovative modes of immersive content production and distribution which will transform the audience experience of
watching a live performance remotely, the project will draw on the company's more than a decade of experience in the field and will focus on
defining the target audience, studying and understanding their perceptions and behaviours and delivering vital insight into audience
expectations from live-music-based immersive experiences that will capture and excite. In order to introduce a totally fresh and innovative
way to produce and deliver live music events and performances, the project will devise and implement real small-scale case studies and
capture and analyse audience responses in order to produce concise recommendations for next-stage development into full-scale commercial
products and services. The provision of these will eventually enable new revenue streams for the UK's creative industries.
Keywords: virtual reality; live music; live performances; live streaming; immersive experiences;


DOYE MOSSE PRODUCTIONS LTD Designing Disgust: Why do we feel £41,704 £29,193
the need to judge?
University of Portsmouth £17,820 £17,820
Worthing Museum and Art Gallery £0 £0

Clothing is, by its nature, emotive. The dress we wore to the prom, the suit we wore on our wedding day. Clothes have meaning to us. That
emotion, however, is not always positive. Is that a bad thing? Do we secretly love to be disgusted? Will the clothes and items we find perfectly
acceptable today disgust others in a few short years?
History would teach us this is likely to be the case - this project will allow us to design an exhibition that will help us to go deeper - to
understand why that is the case, and experience it for ourselves, in the way we choose to.
For example, Worthing Museum has a piece we shall call the "Monkey Cape", a cape worn by a lady, made from a monkey. In its time this
was a luxury piece generating joy and pride in its own - as the piece has evolved it has transitioned to generating Disgust. Join that piece on
its journey, and through the experience, the "Evolution of the Monkey Cape"; begin to question the things we find acceptable today. Will the
class of 2060 view our plastic shoes with the same feelings the cape evokes in us?
The project aims to take Disgust, as it relates to Worthing Museum and Art Gallery's current collection, and discover how a visitor would like
to experience this collection. In this way the visitor becomes part of the process for designing the exhibition that they would like to visit, rather
than being led by museum professionals or a technological perspective.
As a sector, Cultural Heritage is traditionally very strong on providing an expert opinion, on everything from how a piece should be displayed -
through to what the visitor needs to know. However, there are always multiple interpretations of museum objects. Disgust asks the visitor to
explore this for themselves - and co-curate the exhibition, and the experiences they would like to have. Democratising the museum and
freeing the visitor from the traditional authoritarian constraints within museums.
This consultative process will offer audiences the chance to discuss and help to design the final exhibition design - which will then proceed to
the next stage of research and development. This unprecedented input will mean that visitors are engaged and invested in the project,
helping to share ownership and generate buy-in from current and potential future audiences.


SQUIDSOUP.ORG LIMITED Liminal Materials: The Cloud £41,852 £29,296
Project
University of Plymouth £14,246 £14,246

Immersion, the experience of being physically submerged in another world or environment, is above all a sensory experience, relying on our
senses of space and physicality.
VR technologies are one approach to achieve this, but another is to augment our shared physical space with digitally mediated content; a
form of _augmented space_. Borrowing from areas as diverse as theatre and secret cinema, to installation art and Museum exhibits, this is a
well-trodden path to immersion that also allows for a highly intuitive, social and in many cases engaging form of immersion. No headsets, but
a collective physical experience of immersion.
Squidsoup's has for many years sought to create such immersive social spaces using a variety of media and techniques. Our _Ocean of
Light_ project uses 3D arrays of thousands of individually controlled lights to create highly immersive, social, walkthrough and responsive
experiences to great effect. _The Cloud Project_ seeks to do the same, but using smoke/mist/fog/clouds rather than LEDs.
We want to create a controllable cloud form, or plume of smoke. We plan to use digitally managed feedback systems to create the cloud, but
we want it to be a physical cloud form, in real space.
Fog, haze, smoke and dry ice have been used in the entertainment industry for decades. The techniques are beginning to evolve, with
experiences such as Universal Studio's Twister experience, through to companies like Magic Mist exploring novel uses for high pressure
misting systems. Artists such as Fujiko Nakaya, Anthony McCall, Ann Veronica Janssens and even Antony Gormley have been using fog and
mist for many years, but recently digital artists such as Kimchi and Chips have been incorporating mist as a key feature in visualising dynamic
volumetric form.
_But no-one is really trying to harness the form of the cloud itself._
A controllable cloud form can be used in a range of ways.It can be a presence itself within immersive experiences, but also as part of a range
of multimedia approaches; combined with lights (LEDs, lasers), used as a moving projection surface to simulate 2D or 3D visuals, or shot
through with lasers; used to mask or frame physical architecture.


FURTHERFIELD.ORG Futurescapes £17,472 £12,230
THE AUDIENCE AGENCY SERVICES £23,954 £16,768

LIMITED
WOLF IN MOTION LTD £18,526 £12,968

We will use Finsbury Park, a 110-acre park in London, as a test case to examine the commercial potential for using immersive experiences as
a tool for collaborative placemaking for public spaces and integrated public services. Like many other public spaces, it has immense
economic, social and natural value, yet there is a disconnect between the 'owners' of public space and the people that use (or should be)
using them. Local councils have limited funds, the 'superdiverse' local population are not engaged in public consultations; and there are
conflicts between park users and stakeholders. Beneath the park is a disused reservoir owned by Thames Water whose future is currently
uncertain.
Immersive models can be used as a tool for engagement through co-design, to discover how the council, park stakeholders including nearby
property developers, and park users imagine its future and their involvement with it. Placemaking is recognised as a core part of regeneration,
requiring a foundation of strong partnerships cutting across the public and private sectors, where social, cultural and 'natural' capital interleave
to create stronger bonds and local identity.
The business opportunity comes from the needs of local authorities (statutory duties to consult), property developers (need to consult/engage
to secure support and reduce objections, and build valuable and marketable properties that fulfill people's needs), enterprises running events
and services in and around the park (want to meet actual demand, and increase awareness of their offerings)
We aim to co-design an immersive platform to facilitate the co-design of development in and around public spaces. It will engage with and
directly benefit a number of stakeholders:
* Consumers: members of the public/park users (special interest groups e.g. older women's group, gallery visitors, dog walkers, tourists...)
* Businesses: Thames Water, adjacent shops, cafes, local property developers, commercial fitness groups e.g. Military Fitness Group)
* Government (Haringey Council) as landowner, facility/service manager, adjacent authorities Islington and Hackney, planning authorities
* Creative industries professionals (architects, game designers, artists, filmmakers)
High-level objectives:
* Understand user/stakeholder needs around engaging with planning/development in and around pubic spaces

* Create a product/experience prototype using immersive technologies and 3D datasets that can be used to drive user-centred design in
public spaces
Project collaborators are Furtherfield (digital arts gallery and lab based in Finsbury Park), Golant Media Ventures (innovation agency using
co-design and service/experience design methods), and Wolf in Motion (innovation lab and AR+VR production studio).


RPPTV LIMITED Eyes Free: My Ears Onto Here - £42,116 £29,481
Sonic Augmented Reality
University of Surrey £18,000 £18,000

Immersive media has been mainly developed for visual consumption through goggles or devices overlaying visual content in real time and
space. Humans live in an immersive world and for us our hearing is 360 and our vision 180, audio is underused as an immersive creative
content experience and the project partners want to understand how audio content may be best used to overlay or augment reality in an
environment, reading a book or map or looking at pictures and photographs to then enrich and inform the experience.
This project will use human-centred design processes to inform the optimum use of audio augmented reality in the creative industries for a
new service that anchors audio content where it is relevant to be consumed, a location, map, text, or a picture. Publishing, advertising and
tourism will be the target sectors in this design project. In essence we are all the audience as for radio and TV today, so the project will
engage with a cross-section of relevant users and media content producers that project partners have relationships with (BBC, Soho Studios,
Music industry, publishing, advertising and local tourism e.g. SouthDowns National Park). The project will test content which is relevant to be
consumed including editorial, quality, complexity of sound design and the genre (i.e. as a radio station has factual, sport, music, drama,
adverts and news we will have selections of content too) within the context of the reality being augmented.
Content will be replicated to all anchor points to allow researching the first optimum applications within the creative industries to take forward.
Partners in this 6 month project are RPPtv, who develop intelligent media autonomous cloud services with real time progressive audio
generation, and the University of Surrey (UoS) who have design expertise, developed object based audio and rendering technology
developed for interactive media consumption by users. The project is supported by subcontractor 4DDesign, experts in design methodology.
The partners have existing technology to allow quick prototyping for audience interaction and already existing content will be used and further
made by RPPtv sound editors network as required.
The outputs of the project will inform the perceptions, motivations and behaviour for the proposed service of sonic augmented reality within
the creative sectors of publishing, advertising and tourism and the way users prefer to consume this augmented reality content to understand
customer needs and create new and better ideas for the audiences.

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Results of Competition: Audience of the Future Design Foundations

Competition Code: 1805_ISCF_AUDIENCE_DF

Total available funding is £1,220,650

Funders Panel Date: 16/08/2018 1

Funders Panel Date: 16/08/2018 2

Total available funding is £1,220,650

Funders Panel Date: 16/08/2018 3

Funders Panel Date: 16/08/2018 4

Funders Panel Date: 16/08/2018 5

Total available funding is £1,220,650

University of Sussex £17,953 £17,953

Funders Panel Date: 16/08/2018 6

Funders Panel Date: 16/08/2018 7

Total available funding is £1,220,650

Funders Panel Date: 16/08/2018 8

Funders Panel Date: 16/08/2018 9

Total available funding is £1,220,650

Funders Panel Date: 16/08/2018 10

Funders Panel Date: 16/08/2018 11

Total available funding is £1,220,650

BURRELL DURRANT HIFLE DESIGN & £21,700 £15,190

Funders Panel Date: 16/08/2018 12

Funders Panel Date: 16/08/2018 13

Total available funding is £1,220,650

Brunel University London £17,640 £17,640

CHANNEL FOUR TELEVISION COMPANY

Funders Panel Date: 16/08/2018 14

Funders Panel Date: 16/08/2018 15

Total available funding is £1,220,650

University of the Arts London £15,802 £15,802

Funders Panel Date: 16/08/2018 16

Funders Panel Date: 16/08/2018 17

Funders Panel Date: 16/08/2018 18

Total available funding is £1,220,650

Funders Panel Date: 16/08/2018 19

A few scary statistics on a coming **problem**:

Some of the **questions** we want to answer are:

* How do families perceive immersive film?

Funders Panel Date: 16/08/2018 20

Funders Panel Date: 16/08/2018 21

Total available funding is £1,220,650

FRACTURE GAMES LIMITED £20,689 £14,482

Queen Mary University of London £17,793 £17,793

Funders Panel Date: 16/08/2018 22

Funders Panel Date: 16/08/2018 23

Total available funding is £1,220,650

GRAVITY SKETCH LIMITED £19,987 £13,991

Funders Panel Date: 16/08/2018 24

Funders Panel Date: 16/08/2018 25

Total available funding is £1,220,650

SCANLAB PROJECTS LTD £21,950 £15,365

Funders Panel Date: 16/08/2018 26

Funders Panel Date: 16/08/2018 27

Total available funding is £1,220,650

IGLOO VISION LIMITED £25,733 £12,866

Funders Panel Date: 16/08/2018 28

Funders Panel Date: 16/08/2018 29

Total available funding is £1,220,650

University of Portsmouth £14,907 £14,907

A few scary statistics on a coming problem:

Some of the questions we want to answer are: