Artcast 4D

Unleashing creativity!

immersive installation on a backlit glass wall, featuring floating spheres and anatomical silhouettes on an amber background. Two visitors interact with the projection, highlighting how technology transforms scientific concepts into a participatory and engaging visual experience.

Artcast4D is a research and innovation initiative funded by the European Commission under the Horizon Europe programme. It aims to develop immersive and interactive solutions for Europe's Cultural and Creative Industries (CCIs). Thanks to the use of advanced technologies, Artcast4D aims to improve the user experience and increase the competitiveness of the sector by transforming culture into an engaging and emotional communication experience in public spaces.

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.

The image shows an interactive floor installation in a dark environment, illuminated by projections. Bright drawings of marine creatures, including fish, appear on a dark surface, interacting with the visitors. Several people, adults and children, walk and stand on top of the projections, their movements seem to influence the images, creating trails of glowing particles. The atmosphere is magical and engaging.

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.

a sophisticated digital visualization that overlays a 3D wireframe structure onto fluid, semi-transparent organic shapes in yellow and blue. Within these forms, textures reminiscent of natural and botanical elements are visible. This generative art piece translates complex scientific data into a contemporary aesthetic language, exploring the boundary between the digital and biological worlds.
A 360° immersive room that transports visitors into a marine ecosystem. Walls and floors are fully animated with high-resolution projections of coral reefs and deep waters. People of all ages explore this digital environment, which transforms scientific research on biodiversity into a sensory and interactive experience.

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.

complex data visualization using a geometric and abstract language on a black background. It represents a network graph consisting of numerous purple nodes (points) interconnected by thin white lines, creating a dense mesh pattern.
A stylized human figure, rendered through streaks of pink light outlining the nervous or circulatory system, appears to float or move against a background of blue and red spheres of various sizes. The aesthetic suggests a fusion of biology and generative art, creating a dynamic and technological visual effect.

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.

Walls and floors are animated by dynamic projections that recall natural ecosystems or data flows, transforming the space into a sensory environment. Visitors interact with the moving lights and shapes, demonstrating how digital design can make scientific complexity tangible and engaging.

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.

a group of people observing interactive screens in an exhibition space. The central screen displays a colorful illustration of a family walking in a park, evoking themes of community and social well-being. Visitors are captured while interacting with the setup or taking photos with their smartphones, highlighting the use of digital technologies to communicate social and scientific messages.

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.

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