In the midst of the pandemic’s first winter, Björn Ognibeni invited Thorsten Hennig-Thurau, marketing professor at University of Münster, to attend an X Night social gathering. Half a year later, the eXperimental Reality Lab at Uni Münster’s Marketing Center was up and running. Since then, the XRLab@MCM (https://xrlab-mcm.space) has conducted extensive scientific experiments of and in the metaverse, published influential articles, ran seminars and lectures in various virtual apps, contributed to various events in virtuality, and built two, not one virtual headquarters. In this session, Sean Keogh from headroom will look back with Thorsten and Björn and some special guests at the XRLab@MCM’s first 3 and ½ years, their greatest metaverse moments as well as their biggest disappointments, and what will have to happen to realize the metaverse's potential. At the end, attendants are invited for a very special “first look” experience.

Location: Campus Virtual Marketing Center Münster, VRChat (https://vrchat.com/home/world/wrld_18d5ae66-c090-49d0-8b9b-ecd91899b5fd)

How to attend: Apply here for fot this year’s IMMERSIVE X - Conference and enjoy a three-day digital event ABOUT the Metaverse that takes place IN the Metaverse!