Our Research.

Social interactions, brands, and more.

At the XRLab@MCM, we explore various facets of how eXperimental Realities influence the way we work, consume — and live. One key stream of our research at the XRLab@MCM are social interactions – the gatherings of people in the virtual realm that inspire all parts of life, from consumption contexts such as shopping (isn’t it way more fun to browse retailers with a good friend?) or entertainment (isn’t watching movies so much better when done as part of a group?) to work, when managers meet to find ways addressing their customers’ most pressing problems.

The COVID-19 pandemic, with all its lockdowns and all the time we spent alone and at home (office), has cleared the view of many, reminding us how crucial social gatherings and the time we spend with others is for our well-being. With the pandemic hopefully in the retreat, the globalized and hectic nature of today’s existence will restrict our ability to spend quality time with others. Is it time for XR (which was not ready to save us from pandemic isolation) to come to the rescue?

Other specific topics we aim to address with our work at the XRLab@MCM include the management of brands in eXperimental Realities and how we as humans act, think, and feel when exposed to simulated environments.

Below is a list of the general areas of life that we expect to be influenced by VR and AR technologies and for which we want to shed light on the role of these technologies.