Welcome to the Immersive Visualisation Lab at Havers Road.
The Immersive Visualisation Lab, located at Havers Road, part of the Norwich University of the Arts campus, is a state-of-the-art facility designed to explore, develop, and commercialise next-generation immersive media and production technologies. Purpose-built to support experimentation and cross-industry innovation, the lab is an unparalleled resource for creators, technologists, researchers, and businesses alike.
At the heart of the lab is a 4D Holosys Volumetric Capture System, enabling the full-body capture of human motion and expression in real time. This cutting-edge system transforms physical performances into 3D digital assets, ideal for use in gaming, film, animation, virtual reality, and metaverse environments.
The space also features a 10m x 4m 360-degree LED volume, enveloping users in high-resolution visuals and immersive sound design. This dynamic environment is capable of rendering virtual scenes that respond in real-time, providing a platform for everything from immersive storytelling and live performance to audience testing and experiential marketing.
Adding to its interactivity, the lab integrates programmable AI systems that enable intelligent audience interaction. These systems are designed for adaptive storytelling, virtual companions, simulated training environments, and experimental game design, pushing the boundaries of engagement and immersion.
This unique blend of advanced technologies makes the Immersive Visualisation Lab a versatile resource across industries including:
Film & Television – for virtual set design, real-time visual effects, and volumetric character capture.
Gaming & Interactive Media – for immersive environment prototyping, AI-driven characters, and full-body motion integration.
Advertising & Marketing – for branded experiences, 360° content production, and experiential campaigns.
Education & Training – for simulated learning environments, interactive storytelling, and digital twin creation.
Live Events & Performance – for hybrid digital-physical shows, audience-responsive content, and immersive installations.
The facility is available for commercial hire through Spatial, the official commercial partner of Norwich University of the Arts Havers Road facility. Spatial provides access to the lab’s full suite of technologies and technical expertise, enabling external organisations to develop, produce, and deliver groundbreaking content and experiences.
The Immersive Visualisation and Simulation Lab (IVSL) has been funded through the UKRI | AHRC Creative Research Capabilities (CResCa) world-class labs scheme.
Contact Name: Matthew Martin
Email: matt@vamplify.co.uk
Phone Number: +44 07479 937137
Website: Immersive Visualisation and Simulation Lab (IVSL) – Norwich University of the Arts