Immersive Tech Week: Art & Creative Industries Track

Artificial Intelligence (AI)

23 June 2026

XR not only reshapes industries but also rewrites how culture can feel. The 'Art & Creative Industries' track brings together the people who make this rewriting happen: the directors, designers, curators, and producers who use immersive technology not as a gimmick but as a genuine extension of what art can do and who it can reach.

Agenda

Immersive Tech Week

Immersive Tech Week takes place from June 23 to 25, 2026. There is an Art & Creative Industries track for those working in museums, theaters, cultural organizations, and heritage.

This program component is for both professionals and the curious. Hannu Järvensivu (Finnish National Opera) and Marta Genova (Philharmonia Orchestra) demonstrate what is truly needed to introduce a younger audience to classical music via XR and AI. Charlotte Mikkelborg and Alina Goldwoman engage in candid conversations about what works, what doesn’t, and what distinguishes technically impressive from genuinely emotional. Marte Koeleman (Wondercast / Rotterdam Philharmonic) and Adam Nasralla (Visibyl / The Met) showcase what it takes to bring immersive creative projects from concept to audience. Whether you’re a cultural institution undergoing digital transformation, a creator exploring new formats, or a funder trying to understand where the field is headed – these are fascinating sessions.

We’re not just talking about the future of culture. We’re showing what it already looks like.

The Program

WEDNESDAY, JUNE 24

09:30 – The Future Stage: Opera, AI and Immersive Performance
Hannu Järvensivu (Finnish National Opera) and Marta Génova (Philharmonia Orchestra) on XR and AI as tools to reach younger audiences for classical music and opera.

10:45 – From Archives to Impact: Unlocking Cultural Heritage in the Immersive Age
AI-driven characters at Camp Amersfoort, and how to turn fragmented digital heritage into reusable creative assets.

13:15 – Culture Reimagined: AI, XR and Audience Experience

14:00 – The Space Is the Experience: Rethinking Cultural Venues in the Age of XR

15:00 – Location-Based XR: Where Culture Meets Entertainment

16:00 – Designing for Impact: What Makes Immersive Experiences Work

THURSDAY, JUNE 25

09:30 – Unlocking Cultural Heritage for Reuse and Collaboration (Roundtable)

10:30 – Innovation in Opera, Dance and Performing Arts: New Models for the Future (Roundtable)

11:30 – Guided Tour Church of VR