Immersive Media Lab

The project combines current technological expertise in Augmented and Virtual Reality with interdisciplinary research about immersive storytelling.

Space for Augmented and Virtual Reality

The research project Immersive Media Lab widens the scope of technological developments and their application with regard to AR/VR. Because they have become easily available, these immersive technologies have gained tremendous popularity and sparked new ideas on how to apply them in a diversity of contexts. Similarly, the Immersive Media Lab covers different areas of application and draws inspiration from art, economy, and science. More precisely, it employs state-of-the-art AR and VR technology in five use cases (more on them in the menu on the left-hand side): “Immersive Video Interaction” (IVI), “Intermedia Motion Tracking in AR/VR” (IMTA), “Auditory Augmented Reality in Production” (AARiP), “AR Interfaces for the Industrial Internet of Things” (AIIT), and “Enlightening Patients with Augmented Reality” (EPAR). All of them develop prototypical applications along the lines of immersive storytelling.

Copyright Julia Püringer

Methods and Research Questions

Notions of interactivity and immersion play a significant role when studying storytelling in conjunction with VR and AR. The most basic definition of a “story” requires the consecutive linking of at least two events. More complex versions of this usually have further elements added, which form a linear narrative strand. In addition, opportunities for digital storytelling are manifold: next to linear narrative structures, there are multilinear, episodic, cyclical, or experimental formats with or without interactive components and narrative possibilities offered by data visualization. The Immersive Media Lab covers different fields, including Creative Media, Smart Manufacturing, and Digital Healthcare, each connected to different research contexts, which ask for particular research designs. In conclusion, each use case devised its own “story” according to the defined context, the purpose of the story’s narration, and its media specificity.

The range of narrative possibilities created during this process was transferred to the domain of AR/VR, pursuing the following questions:

  • To what extent can well-known storytelling strategies be implemented in AR/VR use cases?
  • What potential does storytelling in AR/VR offer for the respective areas of application?
  • In which cases is it necessary to develop novel strategies, and to what extent can these strategies be generalized?

AR Interfaces for the Industrial Internet of Things (AIIT)

Go to Use Case

Enlightening Patients with Augmented Reality (EPAR)

Go to Use Case

Auditory Augmented Reality in Production (AARiP)

Go to Use Case

Intermedia Motion Tracking in AR/VR (IMTA)

Go to Use Case


Go To Use Case

Project results

The five use cases illustrate how storytelling in narration, knowledge transfer, and media specificity can be used in various applications across the immersive spectrum. Its potential for each application area is clearly demonstrated. Overall, the project outcomes show that narrative elements explicitly researched and created for the use cases can be applied more broadly to different immersive environments.

The results of immersive storytelling in Creative Media, Smart Manufacturing, and Healthcare are summarized in Storytelling Guidelines (see download below) and a presentation (see video below). 

During various co-creation workshops, the results of the Immersive Media Lab were also discussed with an advisory board of experts on-site and online. Finally, the Immersive Media Lab and project partner organized the conference and hackathon "XChange! Reality! Exploring the Future of Current Challenges with Augmented and Virtual Reality" to discuss immersive storytelling and AR/VR for environmental issues, regional development, architecture, tourism, art, industry, and health.


Storytelling Guidelines


Baumann, C., & Schlager, A. (2022, June 23). Immersive Storytelling as Knowledge Production in Virtual and Augmented Reality [Präsentation]. Epistemic Media: Atlas, Archive, NetworkNECS 2022 Conference, Bukarest.
Husinsky, M., Schlager, A., Jalaeefar, A., Schumach, M., & Jacheck, M. (2022, December 3). Situated Visualization of IIoT Data on the Hololens 2. 1st International Workshop on EXtended Reality for Industrial and Occupational Supports (XRIOS). IEEEVR, Online Event.
Wintersberger, M., Baumann, C., Jachek, M., Munk, C., Nagl, A., & Vogt, G. (2021, December 31). Intermedia Motion Tracking in AR/VR – On Immersive Storytelling and Choreographic Patterns. ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2021: Official Conference Proceedings. The Kyoto Conference on Arts, Media & Culture 2021, Kyoto, Japan.
Wintersberger, M., & Munk, C. (2021, October 11). Intermedia Motion Tracking in AR/VR – On Immersive Storytelling and Choreographic Patterns. The 2nd Kyoto Conference on Arts, Media & Culture (KAMC2021) [Vortrag mit Diskussion ONLINE].
Aigner, W. (2021, March 23). Visual Analytics for Time-Oriented Data [Invited Talk]. ERFA Industrial Data & Analytics - Zeitreihenanalyse, Kremsmünster, Austria.
Bruckner, Franziska, F. (2020, July 9). Virtual Worlds, Virtual Realities [Keynote Lecture]. GLOBE PLAYHOUSE – EXPANDED ANIMATION WORLDS – Masterclass Artistic Research, Potsdam.
Iber, M., Lechner, P., Jandl, C., Mader, M., & Reichmann, M. (2020). Auditory augmented process monitoring for cyber physical production systems. Personal and Ubiquitous Computing.
Jakl, A., Lienhart, A.-M., Baumann, C., Jalaeefar, A., Schlager, A., Schöffer, L., & Bruckner, F. (2020). Enlightening Patients with Augmented Reality. 9.
Jandl, C., Mader, C., & Iber, M. (2019). AARiP-Virtual Reality App for Oculus Go (1.0) [Computer software].
Bruckner, F. (2019, June 18). Virtual Hybrid Spaces. Notes in Combinations of Live-Action and Animation within Virtual Environments. [Presentation]. 31st Society for Animation Studies Conference: Animatio is a Place, Lisboa, Portugal.
Bruckner, F., Fischer, E., Chihan Stanley, G., & Ladenhauf, G. (2019, May 16). Virtual and Augmented Reality as an artistic medium and a tool for communication [Panel Diskussion]. Soundframe Walkie Talkie, Vienna.
Iber, M., Lechner, P., Jandl, C., Mader, M., & Reichmann, M. (2019). Auditory Augmented Reality for Cyber Physical Production Systems. AudioMostly (AM"19). AudioMostly (AM"19), Nottingham, UNited Kingdom.}
Bruckner, F., & Horsak, B. (2019). Labore für virtuelle Welten und Gesundheit [Radiobeitrag].
Schöffer, L., & Schlager, A. (2019). Enlightening Patients with Augmented Reality [Android].
Bruckner, F. (2019). Virtual Hybrid Image, Virtual Hybrid Montage: Notes on the Hybridization of Live Action and Animation within Virtual Reality Environments. In J. Hagler, M. Lankes, & A. Wilhelm (Eds.), Expanded Animation. Mapping an Unlimited Landscape (pp. 64–71). 978-3-7757-4525-3.
Bruckner, F., Vogt, G., Baumann, C., Husinsky, M., Jakl, A., Püringer, J., Von Suess, R., & Markus Wintersberger. (n.d.). The Spectrum of Immersive Storytelling - from Cinema to Data Storytelling. Convergence: The International Journal of Research into New Media Technologies, Convergence Immersive Storytelling Special Issue.

You want to know more? Feel free to ask!

Senior Researcher
Media Creation Research Group
Institute of Creative\Media/Technologies
Department of Media and Digital Technologies
Location: A - Campus-Platz 1
M: +43/676/847 228 674