Creative Cluster

StoryFutures Creative Cluster creates and helps fund R&D projects with creative businesses in the Gateway Cluster and Greater London.

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StoryFutures is gearing up to launch brand new projects worldwide, stay tuned

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Access materials for research and training, including reports, toolkits and online guides.

As our work develops, we will release our research findings, training materials and insights to help support our partners, university researchers and the growth of the UK's immersive economy.

Research Papers

Do VR and AR versions of an immersive cultural experience engender different user experiences?

StoryFutures Creative Cluster, September 3rd 2021

This study compared user experiences of one VR and two AR versions of an immersive gallery experience ‘Virtual Veronese’, measuring multiple aspects of user experience, including enjoyment, presence, cognitive, emotional and behavioural engagement, using a between-subjects design, at the National Gallery in London, UK.


Accessing R&D Funding

StoryFutures Creative Cluster, May 17th 2021

UK funders are increasingly looking to support innovation collaborations between industry and academics. This webinar provides an overview of funding opportunities from Innovate UK and research councils and guides on making successful applications.

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Audience Insight Report

StoryFutures Creative Cluster, May 13th 2021

StoryFutures and StoryFutures Academy (The UK’s National Centre for Immersive Storytelling, run by the National Film and Television School and Royal Holloway, University of London) have launched their first Audience Insight Report. Our focus in this report is on the users of immersive technologies, with the aims to help further understanding of what the value of immersive storytelling is to users and the creative industries alike. We look at the value in economic, social, emotional, reputational, and cultural terms.

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Audiences and Opportunities: Applying for StoryFutures China StoryLab

StoryFutures International, February 25th 2021

StoryLab is the process in which a UK production company can secure funding to produce the National Gallery SFChina experience. This event will outline the StoryLab process, the opportunity for UK SMEs, the funding available, and provide more information on our partners the National Gallery and the Shanghai Museum of Science & Technology.

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StoryFutures/Presents with Anagram

StoryFutures Creative Cluster, February 11th 2021

​Your future in the hands of your face’ - an encounter with the theatre of security. A talk with ​Your future in the hands of your face’ - an encounter with the theatre of security. ANAGRAM is a multi-award-winning female-led creative company specializing in interactive storytelling and immersive experience design. Their work typically combines expertly crafted experiential storytelling that blends fiction and documentary, rigorous and painstaking research, and an ingenious approach to integrating recently possible technologies into the heart of an experience.

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StoryFutures Academy Podcast

StoryFutures Academy, November 29th 2020

This 8-part series, hosted by immersive director Shehani Fernando, gives listeners a practical look at how VR and AR productions actually get made. If you want to begin creating your own immersive stories or learn more about the XR sector, this is the podcast for you. With the help of some of the biggest names in the industry, she explores practical tips, case studies and the challenges that make this a really exciting area to work in.

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StoryFutures/Presents with Adrian Hon

StoryFutures Creative Cluster, November 24th 2020

Adrian Hon is co-founder and CEO at Six to Start, creators of gamelike stories and story-like games including the world's bestselling smartphone fitness game, "Zombies, Run!" with ten million players. He's author of A History of the Future in 100 Objects and has spoken at the flagship TED conference, the Long Now Foundation, GoogleX, and Disney Imagineering.

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Immersive Partnerships: The Business of Working in China

StoryFutures International, October 29th 2020

What cultural, contractual, and legal issues do you need to consider when creating immersive experiences in China? While the opportunities in China and Chinese expertise in XR technologies are vast, when expanding into any new market UK companies will face new challenges and risks.

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