XR Labs Announcement

Announcing XR Labs: A New Chapter for SubVRsive

by | Jun 29, 2017

We are excited to announce the launch of XR Labs; an innovation studio within SubVRsive dedicated to the creation of Virtual Reality, Augmented Reality, and Mixed Reality experiences that have the power to fundamentally transform how we learn about and connect with the world around us.

Since the start of SubVRsive, it has been our mission to create captivating Virtual Reality experiences that deeply impact audiences on behalf of brands and agencies. And for over two years, we have been fortunate to work alongside some of the world’s leading brands – including Lionsgate Entertainment, Procter & Gamble, and Showtime Networks – to do just that. We’ve captured primetime knockout fights at the Barclay’s Center, live-streamed sold out concerts at the Moody Theater, and even given viewers a 360 view of the dramatic 2016 Trump/Clinton Presidential Campaign trails. Needless to say, creating VR experiences for our awesome clients is something we’re incredibly passionate about and will continue to do.

And yet, we are keenly aware that today we are barely seeing the tip of the iceberg when it comes to Virtual and Augmented Reality. As VR and AR headsets increasingly find their way into homes and workplaces, we’re starting to see immersive applications used in a myriad of groundbreaking ways that span far beyond entertainment and Cinematic VR. Today, doctors can practice surgical procedures on 3D holograms instead of real life cadavers; individuals battling PTSD can use VR to overcome it; and students can take virtual field trips to any place in the world, at any point in history without even leaving the classroom.

As the industry that we call home continues to grow and evolve, more and more exciting solutions are being created every day that push the boundaries of what is possible. And it is in this spirit that we are launching XR Labs; a name we chose because it not only encompasses the entire reality spectrum of today but represents the endless possibilities of the tools and platforms of tomorrow.

So what does this new chapter mean for SubVRsive? In short, it means that we’ll be doing more.

In addition to continuing to create impactful experiences on behalf of brands and agencies, we will put an increased focus on the ideation, experimentation, and development of VR, AR and MR applications that we are personally deeply interested in and inspired by, and deem worthy of pursuit on our own time and dime. Led by Ian Villamin, our VP of Interactive Development, XR Labs will provide a space within SubVRsive dedicated entirely to this pursuit. Here, our engineers, developers, and designers will have the freedom and resources necessary to turn their gaze to the future and work on applications that can be used to solve significant problems and alleviate real user pain points through the power of VR, AR, and MR.

We do this because it makes for interesting work, because it makes our team stronger and more capable to solve agency and brand client problems when they are brought before us, and because just maybe, one or a few of these expeditions will eventually take on a life of their own and turn into products or services that we decide to bring to market if the time and market conditions are right.

We are thrilled to be working in this exciting industry, and we look forward to unveiling some of the early projects we’ve been working on in XR Labs soon.