A look back at METAVENUES

SPOT Groningen, in collaboration with the European Concert Hall Organisation (ECHO) and Komodal, announces the successful completion of METAVENUES, a visionary project co-funded by the European Union’s Creative Europe programme. METAVENUES has explored how emerging technologies as Virtual and Extended Reality (VR/XR) can increase cultural, social, and economic value for both audiences and artists, redefining the role of performing arts venues across Europe. METAVENUES exemplified how strategic investment in culture and digital innovation empowers institutions to engage wider audiences and amplify their impact.

METAVENUES was co-financed by the European Union through the Creative Europe programme. The support of the EU made it possible to bring together cultural organisations, venues, and technology partners from across Europe to collaborate, innovate, and explore the role of emerging technologies in the performing arts. The project’s outcomes contribute to the EU’s broader objective of strengthening the cultural and creative sectors, fostering innovation, and ensuring access to culture for all.

A project in Three Phases

• Phase 1: Research and Analysis
  The initiative mapped technology trends and evaluated AI, IoT, and XR’s potential for transforming venue operations and audience relationships. Stakeholder consultations shaped a sector-wide roadmap for digital integration.
• Phase 2: Design and Prototyping
  Insights from research led to the design and testing of hybrid performances, immersive experiences, and strategies for engaging audiences, developed using design-thinking approach.
• Phase 3: Pilot Projects and Implementation
  Tested prototypes were rolled out in the metaverse, collecting feedback from audiences, artists, and staff.

The transnational partnership between SPOT Groningen, ECHO, Komodal, and other European stakeholders involved nearly 100 cultural professionals, artists, and experts in technology.

Impact and Legacy

METAVENUES leaves a lasting legacy: the project demonstrates that technology is a complement, and not a replacement, for live cultural experiences and community-building. By strategically integrating emerging digital tools such as AI, VR/XR, venues can enhance their physical offerings, creating richer, more engaging experiences for audiences while supporting artists’ creative practices. The project showed that digital innovations can expand access, foster new forms of participation, and strengthen connections between venues and their communities.

A look back

For an impression of the past METAVENUES activities, you can check out the following video: