Elevating Event Experiences: latest PoC test at Tomorrowland Brasil

An Immersive Experience Poised for the Future

Festivals are all about creating memorable moments, and as technology evolves, so does the potential to enhance these experiences. Tomorrowland Brasil will be the stage for the latest PoC from EntertainmentLAB’s Immersive Experiences challenge, where two innovative players—Scenery and d&b—have joined forces to bring a breakthrough solution to life. This collaboration is pushing the boundaries of what festival-enthusiasts can enjoy, making the experience more immersive than ever before.

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Bringing Cutting-Edge Entertainment Innovation to Global Stages

Recognizing the potential for innovation in entertainment, EntertainmentLAB was launched by Startup.Flanders to foster collaboration between startups and corporates to tackle challenges specific to the entertainment industry. After the successful launch of two PoCs in Flanders in July, the program is now taking its innovations to a global stage, with the latest Proof of Concept being tested at Tomorrowland Brasil.

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Redefining Festival Engagement through AR and Real-Time Data

The challenge for this PoC? To take live events beyond the stage and into the realm of multi-sensory, immersive experiences. Scenery, a German startup specialising in spatial computing and augmented reality (AR), and d&b, a corporate expert in audio and media solutions, developed a PoC that will allow fans to experience the festival in a whole new way through Apple Vision Pro, thanks to a combination of real-time event data, live video streams and spatial computing.

What makes this collaboration truly unique is how real-time data from the festival will shape the augmented immersive experience.
In fact, thanks to d&b group’s proprietary platform, it will be possible to collect and translate show data for the digital environment built by Scenery, including the livestreaming of the event augmented with live show effects and 3D elements. Imagine seeing dynamic lighting effects in your immersive reality view that mirror what's happening on stage, or animations that respond to the energy of the crowd—all in real-time.

“This exciting project is fully aligned with our vision of connecting spaces, places and people and it’s been exciting to work with EntertainmentLAB to accelerate a project which brings another part of that vision to life on a global stage.”

Florian Platt (Director of Research & Innovation Management, d&b)

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“Harnessing the power of real-time content - personal devices are going to revolutionise how people interact with their surroundings and traditional entertainment technology, to enrich and personalise live experiences. This project provided a fantastic platform for us to test some of our latest developments which enable these experiences in collaboration with an inspiring Startup like Scenery.” 

Andy Hook (Director of Technology Strategy, d&b)

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Scenery’s end-user application, which enables Spatial Computing and Augmented Reality experience creation, will provide festival-enthusiasts with an unprecedented level of immersion: live data captured by d&b’s platform will sync with Scenery’s immersive platform to create dynamic visual effects based on live event triggers.

“It’s our mission to merge physical and digital worlds, shaping how entertainment experiences of the future will look and feel.
Together with d&b, Tomorrowland, and EntertainmentLAB, we’ve been pushing the boundaries of immersive storytelling with this project.
Not only to enhance a live event but to expand it to a global scale through Spatial Computing, has been an amazing challenge to take on.”

Marc Wicht (CEO, Scenery)

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This isn’t just about watching a festival; it’s about immersing yourself in it. By merging the digital and physical worlds, Tomorrowland Brasil’s live stream will be transformed into a space that can be experienced in a new, enhanced way.

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Real-World Testing to Elevate the Future of Festivals

The Tomorrowland Brasil festival will act as a proving ground for this PoC, providing Scenery with invaluable insights on how their solution behaves in a real-world environment.

Following the live tests, the collected data will be used to fine-tune the solution, potentially rolling it out to other festivals or entertainment events in the future. This PoC represents the future of how live events can be experienced in the entertainment industry.