The virtual paradox:

Virtual experiences that bring us closer to the real world could paradoxically be the missing link to metaverse adoption, and truly revolutionize business, events, and tourism, says Studio Giggle’s managing director Jonathan Brigden

Your peak cultural experiences probably involve taking in the awe-inspiring attractions our increasingly small planet has to offer: the pyramids, Rome, the Great Wall of China, Stonehenge.

Inspired by the experience, you take photos, talk to locals, text your friends, and no doubt head to the attraction’s museum or visitor centre where you’ll try to imagine the site in its original glory. Alongside enjoying better weather, or visiting friends and family, this time-proven ritual is pretty much the foundation of global tourism. But what if, while staring at the Great Pyramid, you could raise your phone and see an overlaid

vision of the site as it looked in 1,300BC, bustling with life as its shining limestone facade illuminates King Tut’s initiation ceremony. It’s not a time machine, but it might be the next best thing?!

Studio Giggle are experts in creating moments of greatness during live experiences. They used XR and projection mapping to enhance historical sites and venues, but more recently, they are being asked to create virtual stadium tours and metaverses that allow access to unexplored territories for fans and consumers.

Metaverses are providing a chance to extend the live experience during, and long after events, introducing permanent interaction and networking opportunities.

Indeed, as metaverses struggle to find enticing hooks to gain an audience, maybe integrating them into the real world, and our events, will add the value and meaning metaverses need to get off the ground.

It might sound niche, but the technology is literally in all our hands, right now to open up a literal world of possibilities. And let’s face it, is there a single visitor to the Pompeii ruins who wouldn’t have their experience enhanced by being able to overlay a real-time rendition of what the World Heritage site looked like before the volcano blast of 79AD?

The events industry knows more than any about the power of ‘now’, and how technology at its best enhances our lives and deepens our understanding of the world.

It’s time to not only start reimagining our historical sites with greater lucidity, but also our venues, exhibitions, conferences and festivals. It’s about enhancing what we love doing already, and in doing so, we’ll create a world filled with ‘instant events’ accessible anytime.