Artcast 4D

Through an unprecedented experimental study, the project has identified the key features that influence immersion in real-world contexts, analysing user behaviour through various metrics to optimise the design of Artcast4D applications. In parallel, field research has been conducted to gather insights from European CCIs on immersive technologies and to assess their technical and commercial feasibility. The results will be translated into policy briefs to strengthen the competitiveness and innovation potential of CCIs within the European Union and international markets.

The consortium, coordinated by Politecnico di Milano, brings together ten highly specialised partners from seven European countries, combining expertise in research, technology, creativity and culture. The partners are EXUS (Greece), MD LITE and Société d'Économie Mixte Issy-Media (France), The Battleground (Belgium), Université Paris-Saclay (France), CERTH (Greece), Culturalink (Spain), Watermans (United Kingdom) and IFAAR (Switzerland). This interdisciplinary network allows for the integration of diverse knowledge and skills, fostering innovation in immersive technologies for the cultural and creative industries, while promoting interdisciplinary dialogue and tangible results.

Immersive technology for the experience economy

Advances in immersive technology are a key driver of the experience economy, increasing the depth and intensity of artistic performances and cultural experiences. However, such solutions are not yet widely available or accessible. Artcast4D aims to bridge this gap by developing an open-source programme, based on the 2D/3D AAASeed software, to enable CCIs to design and implement non-invasive, immersive and interactive technologies.

The project combines theoretical and experimental research, open-source software and innovative interactive visualisation solutions, supported by pilot projects. Artcast4D's core innovation lies in its ability to create immersive environments in open spaces using minimally intrusive projection technology and interactive applications capable of tracking multiple users and their movements.

The Artcast4D project is structured into several Work Packages, each with a specific objective.

• The first WP focuses on the experimental analysis of immersion in real-world contexts, gathering data on the needs of the Cultural and Creative Industries (CCIs) and conducting technical and commercial feasibility studies. The findings from this initial phase will guide the design of the application and be translated into policy briefs to enhance the competitiveness of the sector.
• The second WP is dedicated to the development of an accessible, open source technological solution designed to create immersive, multi-site, multi-platform environments, ensuring flexibility, cost-effectiveness and ease of use.
• The third WP focuses on testing the technology in four different contexts - pilot projects - and evaluating its effectiveness through key performance indicators and user immersion metrics.
• The fourth WP is dedicated to dissemination and communication, ensuring strong stakeholder engagement, sharing of best practice and broad dissemination of results through workshops, events and media at both local and international levels.
• The fifth WP focuses on overall project management and coordination, monitoring quality, legal and ethical compliance, and managing potential risks and conflicts to ensure successful achievement of objectives.

Implementation and experimentation

Artcast4D aims to take immersive solutions beyond laboratories and traditional cultural institutions. The project is testing its solutions through four pilot programmes, each developed in different scenarios to demonstrate the potential of immersive experiences to strengthen the creative sector as a driver of innovation and economic growth. These pilots will take place in four European cities - Issy-les-Moulineaux, Hounslow, Valencia and Athens - each addressing different themes and approaches and involving creative actors, industry partners and civil society.

In addition to direct experimentation, each pilot will include workshops and open training modules for developers and artists, facilitating the dissemination of knowledge and fostering collaboration between professionals in the field. The results will contribute to the definition of guidelines to enhance competitiveness and innovation in CCIs.

Towards an enhanced future for cultural experiences

The ultimate goal of Artcast4D is to create a global framework for cultural creativity by developing efficient and cost-effective software and hardware (projectors, computers, cameras and sensors) for immersive, multi-user, multi-location and multi-platform experiences.

A major advance will be the use of large interactive virtual reality theatres in public spaces where citizens can engage with interactive artworks. These spaces will allow people from different locations to interact with each other, creating connections across cultures and transforming cultural experiences into collective and global events.

Artcast4D will redefine the way the public interacts with culture, bringing immersive experiences beyond institutions and into everyday life. To achieve this, it is essential to develop a global vision for Europe's cultural and creative industries, create dedicated and advanced business solutions and foster an open innovation environment. The versatility of the Artcast4D platform opens up new perspectives for cultural engagement, making art and heritage accessible in unexpected contexts - from the heart of cities to more remote locations - fostering a dynamic interaction between creativity, technology and society.