CULTVR: First immersive arts centre in Europe
Cross-disciplinary shared reality lab for immersive arts, built from the ground up
Cardiff, Wales
2019 – Present
Background
In 2019 CULTVR emerged as a groundbreaking digital arts centre becoming Europe’s first cross-disciplinary Lab with a distinct emphasis on digital arts, live immersive performances, XR experiences and fulldome cinema. CULTVR provides physical and virtual infrastructure, contributing to the democratisation of digital tools and platforms whilst acting as a test bed for R&D, creation, presentation and dissemination of immersive artworks.
What began in 2016 as a digital platform documenting Welsh cultural events utilising immersive technologies, evolved into a permanent physical venue that features three immersive domes and various R&D facilities.
The venue supports research and public engagement, hosting weekly programming and facilitating educational programmes and artistic development.
With over 200,000 visitors so far and a 4.8/5 average Google rating, CULTVR demonstrates that experimental arts programming can sustain itself commercially while maintaining creative integrity.
The Space
- 3 immersive domes with 4K fulldome projection systems
- Spatial audio system designed for immersive sonic experiences
- Technical production capabilities for live XR performance
- Flexible floor configuration for different event types
- Hospitality facilities
The Challenge
Building CULTVR as an independent immersive studio mainly comes down to balancing resources, technology and audience growth. Immersive production is costly and technically complex, with fewer established revenue models than traditional media. At the same time, you’re developing both the work and the audience for it, which takes time. Operating independently also means limited access to funding and infrastructure, so there’s a constant need to balance experimentation with sustainable delivery.
The Approach
We addressed these challenges through practical design and programming decisions that could evolve over time.
On the infrastructure side, the space was built for flexibility and long-term use. The 12-metre dome is suspended from the ceiling, keeping the floor open for different configurations. Projection and audio systems were chosen for reliability and ease of maintenance, allowing the venue to support frequent public events without disruption.
For programming, we developed a balanced model. Regular public events build a consistent audience at accessible prices, while commercial hires provide revenue that supports more experimental work. Artist residencies bring in external practitioners, helping generate new content that can be developed locally and presented more widely.
Live XR Performances
Live MusicSince we opened our doors CULTVR have hosted over 1,000 musicians and has co-produced more than 10 Live XR Performances. Artists include Mr Scruff, DJ Yoda, Emika, Slowly Rolling Camera, Ishmael Ensemble, Beardyman, The Herbaliser Band, Das Koolies.
Residencies + Showcases
Digital ArtCULTVR supports artists in residence and has hosted local, national and international creatives to explore the possibilities of immersive arts. Artists have included: Monocolor, Immersive-Me, Alma Digital, Studio Above & Below, Movement 81, Mwsog, Owelle + Structurals.
Educational Programme
WorkshopCULTVR provides workshops in XR technologies, imemrsive storytelling and real-time softwares and works with universities, colleges, community groups and charities to empower youbnger generations into immersive production.
Fulldome UK Festival
ExhibitionFor the last 3 editions the longest running immerisve festival in the UK, Fulldome UK, has been hosted in CULTVR and co-produced and co-curated by 4Pi Productions.
Immersive dance and theatre performances
Live MusicCULTVR has hosted companies such as Chapelle Dance, Ballet Cymru, Theatre Iolo, Unlimited Theatre, Kitsch & Sync and Hijinx.
Outreach + Community Enagement
Open DayAs part of connecitng witht he community CULTVR organises an open day every year plus many activities such as Q&A, guided visits etc.
The Results
CULTVR has grown from a digital platform to a permanent physical venue attracting international artists and audiences.
200,000+
Visitors4.8/5
Google Rating700%
Instagram Growth8.1M
Facebook Views270.4%
Social Media Interaction IncreaseWhat People Say
"We have added CULTVR as our preferred venue for events moving forward."
Space Forge
UK aerospace company"Only a handful of institutions on the planet combine the know-how, the technological facilities and the progressive culture to support a project like ours."
Tomos Williams
Jazz musician"One of the best venues in Wales. All the shows are innovative and thought-provoking."
"A simply fabulous venue! Experimental in all the right ways."
Audience Member
"The CULTVR team were hugely supportive and incredibly knowledgeable, guiding us through the technical process of realising our artistic vision with a very empathetic understanding in terms of remaining true-to-concept while working within the parameters of a technically complex setup. "
Artist Feedback
"Great atmosphere, very friendly, welcoming staff, great rootsy art centre offering a variety of art types. "
Audience Member
Explore CULTVR franchise opportunities in your city, or partner with us to host immersive projects at your venue
Get in touch with us to learn more about CULTVR and how to license our live performances and fulldome films.
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