XR

Extended reality (XR) is an umbrella term encompassing augmented reality (AR), virtual reality (VR) and mixed reality (MR), combining physical and digital experiences in different ways. In live event production, XR can also refer to integrated environments that bring together LED walls, real-time graphics, camera tracking and virtual production technologies to create convincing digital worlds on stage or on camera.

XR solutions can support conferences, product launches, entertainment productions, virtual sets and hybrid events. By combining physical scenery with digital environments and interactive visual elements, AV professionals can create flexible, visually striking experiences that transport audiences to different settings without requiring every element to be physically built. Depending on the application, XR can also help productions adapt environments and content more efficiently.

Many of our AV Alliance Members have vast experience in XR production for live, hybrid, and virtual events, as well as film and television production, advertising, etc., working with the biggest technology manufacturers and creative studios in the business.