Support for the Fraunhofer project on hybrid events
As an industry partner of ToHyVe, a BMWK research project coordinated by Fraunhofer in Berlin, mac. brand spaces is part of a project that aims to develop a toolbox for hybrid event formats (ToHyVe). “The aim of the project is to be able to serve a variety of event formats with this new platform,” says Stefan Stefan Trieb, CEO of mac. brand spaces. The project is set to run for three years and mac is one of 13 partners.
As part of the ToHvVe project, a new technology standard is to be developed that is adapted to the specific requirements of B2B and B2C communication and is therefore intended to contribute to the digitalization of companies. The aim is a platform format that enables integrated communication. “The aim of the research project is to create a new immersive dimension to our hybrid communication – with seamless transitions between the real and virtual worlds,” explains Trieb. Possible areas of application include, for example, guided tours of showrooms, lectures, panel discussions and workshops by and with analog and virtual discussion partners – predestined for the needs of customers in the trade fair and event sector – but also the streaming of concerts and operas.
“The toolbox should create a perfect link between the real and virtual worlds so that, ideally, it doesn’t matter whether a person is attending a trade fair, an event space or online,” says Trieb. Digital events should be carried out without any noticeable effects such as delays. mac is contributing its full expertise from a market perspective to this project. “Because we know the challenges our customers face in establishing hybrid formats,” says Trieb. mac defines use cases that are aimed at business needs. “The aim is to develop technical solutions that drive forward the digital transformation and bring benefits for our customers and the economy.”