Immersive, Innovative, and Interactive Experience (IIIE)

A Technology Driven London-Shanghai Partnership in Mixed Realities and Performing Arts

This is an ambitious, interdisciplinary collaborative project aiming to facilitate UK-Shanghai business in the theatre and performance space. It focuses on immersive and mixed reality experiences, via curated networking and partnership building events involving creative IP companies, academics and technical partners in the UK and Shanghai, including a series of Investor Showcases to fund development of concepts/IP surfaced by project partners.

Our UK-Shanghai Consortium will be led by Goldsmiths, University of London, and will include:
– leading UK arts, cultural, immersive and digital content partners
– leading Shanghai arts, tech, immersive and academic partners

The project will result in a sustainable model, boosting economic impact of immersive and strong legacy collaborative R&D space, where project partners will share interest in a commercial distribution company to be set up in Shanghai.

Other than setting up one or more companies in Shanghai, we will also build:
– Goldsmiths Shanghai Research Centre
– A Social VR and online digital platform for knowledge exchange and collaboration, incorporating immersive technology.

Project contact

Sylvia Pan


Team name
Dr Sylvia Xueni Pan (Goldsmiths Computing) - Joint PI
Prof Jonny Freeman (Goldsmiths Psychology, i2Media) - Joint PI
Dr Marco Gillies (Goldsmiths Computing)- Co-I
Prof William Latham (Goldsmiths Computing) - Co-I
Annie Gao (Goldsmiths Confucius Institute) - Co-I


Partner name
Royal Shakespeare Company, UK
Philharmonia Orchestra, UK
National Theatre, UK
Dream Reality Interactive, UK
Marshmallow Laser Feast, UK
Manchester International Festival, UK
Digital Catapult, UK
Nesta, UK
Shanghai Jiao Tong University, China
Manhua Fun Age, China
Mirror Pictures, China
Shanghai Lilacs International, China

Supported by

Event partners

[membership level="1203,1389,3108,4274,4864,5178,5284,6220,6312" show_noaccess="true"] [/membership]