article

Funding to support Nottingham’s cultural recovery with digital aid

Friday, 05 March 2021

A £1.6 million project has been launched to support the recovery of Nottingham’s cultural sector with the development of new immersive technology and techniques to help businesses attract audiences and customers.

Researchers from the University of Nottingham are leading the Experiential and Digital Diversification: Nottingham (LEADD:NG) project which aims to provide SME’s with a range of digital products and experiences using immersive technologies and techniques that will allow them to maximise potential and profit in a post-pandemic.

The University of Nottingham will be supported by Nottingham Trent University and will be working with local partners including: Broadway Cinema, Creative Quarter, Nottingham Castle Trust and Nottingham City Council.

Professor of Creative and Cultural Industries, Helen Kennedy is the project co-ordinator and lead, she said: “The cultural and creative industries have experienced some of the most extreme impacts from the restrictions imposed in response to the COVID19 pandemic. Even when we emerge from lockdown they could still face restrictions and the recent announcements of cuts to the sector will only add to the difficulties they face. This project will bring together academic research and technical expertise from across the university to deliver a programme of significant knowledge mobilisation and innovation in support of the local creative and cultural industries to help them thrive.”

The first programme of activity will focus on cultural recovery in the context of the pandemic and the imminent reopening of cultural and creative spaces. The research team will showcase the opportunities that exist through the application of mixed reality technologies and techniques being developed at the University of Nottingham’s Mixed Reality Lab that consider how to design performance-based experiences that can take place both in person and at a distance.

 

Hybridgifting platform trialled by Studio Chocolate

Projects being developed include: using different technology to deliver hybrid accessible musical and theatrical productions which combine an immersive digital element alongside physical audiences. Presenting multi-user VR on stage as performance. An online festival platform that lets friends and family meet in virtual environments to share live experiences together and feel like part of a bigger crowd.

The team are also working on combining products with a digital element - Studio Chocolate in Nottingham have recently trialled this with the delivery of personalised multi-media messages with their chocolates.

Professor of Computer Science, Steve Benford is leading the development of the digital innovations, he said: “The pandemic has really accelerated the use and acceptance of digital technology in the cultural space, we have all streamed live events, zoomed with friends or taken part in an activity virtually this past year. We want to take this further and develop this digital appetite to benefit SME’s who are looking for innovative ways to boost their product or performance. We will be listening to what SME’s and our partners tell us they would like and working to deliver technology to meet their needs.”

SME’s in Nottingham are being invited to an online development event on the 25th March where they will gain inspiration from the project team and have the opportunity to provide input into what types of technological innovations they could use.

Sara Blair-Manning, CEO of the Nottingham Castle Trust said: “Nottingham Castle Trust is delighted to be working with University of Nottingham colleagues and city cultural partners as part of this innovative project. We are keen to develop and build on the existing digital interactives which play a key part in the new visitor experience at Nottingham Castle, as we emerge from the challenges of the pandemic. This project and the associated research and testing, will inform how we continue to refresh the Castle visitor experiences with the most creative and exciting digital innovations available.”

The project is funded by the European Regional Development Fund EDRF Sustainable Urban Development (ICT, SME Support and Low Carbon).

This project is supported by the Universities for Nottingham initiative which aims to improve the way the universities work with each other and their local partners to help change the lives of local people for the better. For more information visit: www.universitiesfornottingham.ac.uk

Story credits

More information is available from Professor Helen Kennedy at the University of Nottingham on Helen.Kennedy@nottingham.ac.uk or Jane Icke, Media Relations Manager for the Faculty of Science at the University of Nottingham, on +44 (0)115 951 5751, jane.icke@nottingham.ac.uk

Notes to editors

The University of Nottingham is a research-intensive university with a proud heritage, consistently ranked among the world's top 100. Studying at the University of Nottingham is a life-changing experience and we pride ourselves on unlocking the potential of our students. We have a pioneering spirit, expressed in the vision of our founder Sir Jesse Boot, which has seen us lead the way in establishing campuses in China and Malaysia - part of a globally connected network of education, research and industrial engagement. The University’s state-of-the-art facilities and inclusive and disability sport provision is reflected in its status as The Times and Sunday Times Good University Guide 2021 Sports University of the Year. We are ranked eighth for research power in the UK according to REF 2014. We have six beacons of research excellence helping to transform lives and change the world; we are also a major employer and industry partner - locally and globally. Alongside Nottingham Trent University, we lead the Universities for Nottingham initiative, a pioneering collaboration which brings together the combined strength and civic missions of Nottingham’s two world-class universities and is working with local communities and partners to aid recovery and renewal following the COVID-19 pandemic.

European Regional Development Fund

The project is receiving up to £1.6 million of funding from the England European Regional Development Fund as part of the European Structural and Investment Funds Growth Programme 2014-2020. The Ministry of Housing, Communities and Local Government (and in London the intermediate body Greater London Authority) is the Managing Authority for European Regional Development Fund. Established by the European Union, the European Regional Development Fund helps local areas stimulate their economic development by investing in projects which will support innovation, businesses, create jobs and local community regenerations. For more information visit https://www.gov.uk/european-growth-funding.

Jane Icke - Media Relations Manager Science
Email: jane.icke@nottingham.ac.uk
Phone: 0115 7486462
Location:

Our academics can now be interviewed for broadcast via our Media Hub, which offers a Globelynx fixed camera and ISDN line facilities at University Park campus. For further information please contact a member of the Communications team on +44 (0)115 951 5798, email  pressoffice@nottingham.ac.uk or see the Globelynx website for how to register for this service.

For up to the minute media alerts, follow us on Twitter

Notes to editors:

The University of Nottingham is a research-intensive university with a proud heritage, consistently ranked among the world's top 100. Studying at the University of Nottingham is a life-changing experience and we pride ourselves on unlocking the potential of our students. We have a pioneering spirit, expressed in the vision of our founder Sir Jesse Boot, which has seen us lead the way in establishing campuses in China and Malaysia - part of a globally connected network of education, research and industrial engagement. The University’s state-of-the-art facilities and inclusive and disability sport provision is reflected in its status as The Times and Sunday Times Good University Guide 2021 Sports University of the Year. We are ranked eighth for research power in the UK according to REF 2014. We have six beacons of research excellence helping to transform lives and change the world; we are also a major employer and industry partner - locally and globally. Alongside Nottingham Trent University, we lead the Universities for Nottingham initiative, a pioneering collaboration which brings together the combined strength and civic missions of Nottingham’s two world-class universities and is working with local communities and partners to aid recovery and renewal following the COVID-19 pandemic.

More news…

Media Relations - External Relations

The University of Nottingham
C Floor, Pope Building (Room C4)
University Park
Nottingham, NG7 2RD

telephone: +44 (0) 115 951 5798
email: pressoffice@nottingham.ac.uk