Asia Pacific’s events industry is catching onto the trend of incorporating extended reality in online events, indicate panellists at the recent webinar entitled Reimagine Virtual Events Storytelling Through Extended Reality, hosted by the Professional Convention Management Association (PCMA).
Extended reality, also known as xR, is a technology that blends physical and virtual worlds together, where its usage has been increasing steadily in online events based in Europe and the US.
Eelynn Tan, Aux Media Group’s event producer, shared that the events industry had to react quickly and quickly pivot to digital events in the last 1.5 years, but after some time, realised that “clients and audiences wanted more than streaming from such events”.
That signalled the start of the incorporation of xR technology in events, which Tan revealed helped to transform Zoom meetings or online conferences “into something more unique and captivating for audiences”, and allowed for a more immersive experience.
“We are all jumping into extended reality. Korea, for example, has a huge market,” said Cesar Caceres, technical head APAC, at events software company Disguise.
He added that even though countries are reopening which means that more events could potentially return to face-to-face, Caceres believes xR is here to stay, and can also enliven hybrid or in-person events.
Nicholas Tan, Aux Media Group business development director, said: “Extended reality is behind the most spectacular events around the world, including the recent Tokyo Olympics closing ceremony, Dubai Expo 2020, musical concerts, celebrity events, and movies. Even the game world is becoming more realistic now.”
In relation to corporate events, Tan pointed out that a growing number of product launches, conferences and meetings, are already moving into the xR arena.
“It is no longer just a conference, but (organisers realise they can) do something different to wow both their audience and even their own employees. Marrying the two – the virtual and the physical world – is critical,” he said.
Panellists also shared that there is no limit to imagination and space. For instance, within a 6m x 6m cubic space, xR can create an out-of-this-world experience and include whimsical and fantasy setups, impactful visuals, elements of surprise like fireworks, showcase a company’s brand identity, or even bring in elements of augmented reality.
However, Darren Chuckry, founder and managing partner, HK Initiative, pointed out that content is very important in xR, so when it comes to creating online corporate events, it is necessary to work closely with the company regarding the objectives, profile, and branding guidelines. This is because all these aspects play a part in determining how the visuals will look like, and how the content will be presented in order to tell a story which engages the audience.
Another benefit of xR is that the virtual setup helps to save on event costs, as all behind-the-scenes work is included in the price, as opposed to an in-person convention or conference. Virtual setups can also be reused by the company for a series of events, thereby building on the economics of scale and reducing material wastage.
Spanning 6,500m2, the multi-complex VIP Building offers end-to-end airport hospitality services such as dining, lounging, meet-and-greet, personalised concierge and accommodation.
The Geneva International Motor Show (GIMS) and Qatar Tourism have entered into a partnership to develop and host the Qatar Geneva International Motor Show, which will debut in 2023.
The partners hinted that the event would be positioned as a new world-renowned motor show for the Middle East.
The collaboration is considered a natural fit, given that GIMS has been pioneering the automotive space since 1905 and has built a strong brand reputation in the sector, while Qatar stands out globally for its outstanding experience offer and infrastructural capabilities.
The first edition is planned for autumn, and will likely take place once every two years.
A full concept reveal is expected during GIMS 2022 next February.
Akbar Al Baker, Qatar Airways group chief executive and Qatar Tourism chairman said: “In line with the national strategy, Qatar National Vision 2030, we are expanding our tourism proposition to position Qatar as a world-leading destination and ensure guests enjoy the very best that the Gulf State has to offer.”
He added that hosting internationally renowned events is an important pillar of Qatar National Vision 2030.