The Studio at Palace Yard Mews

The Studio at Palace Yard Mews is Bath Spa University’s city-centre home for innovation, research & enterprise.


The Studio provides a space for local micro-businesses, Bath Spa University students, academics and graduates to work on projects and ideas which focus on creativity and technology. It is also a venue to share learning through regular workshops, events and activities which are open to the wider community across the South West.

Being based at The Studio means that our work at Immersive Promotion Design is informed by cutting-edge, audience-tested R&D and research. Other initiatives at The Studio include Bristol+Bath Creative R+D and the UKRI-funded MyWorld creative hub.


Through the co-working dynamic of The Studio, our work on XR promotion is interdisciplinary, practice-based, entrepreneurial, collaborative and creative.

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Narrative & Emerging Technology Lab

Based within The Studio at Bath Spa University is The Narrative & Emerging Technology Lab (NET), which serves as a research arm for Immersive Promotion Design Ltd. NET is where much of our funded sector-development research takes place, and allows us to ensure that our audience insight and on-boarding, concept and strategy development and asset production is based on research-informed activity.


The NET Lab houses a number of our collective, and as a research lab engages with the shifts afforded by innovative forms of narrative delivery and audience interaction, from digital fiction, audio and performance through to film, TV, XR and locative-aware narratives.

Other research themes include immersion, expanded performance and amplified publishing; the ethics of technology are also key to our research, including

issues around gender and embodiment in VR, AR, algorithmic bias in cultural works using AI, and others.

Explore the open-access Research Toolkits that emerged as a result of our funded NET research, including: the Immersive Promotion Bible, which offers a road-map for producing marketing campaigns for VR and AR experiences; the Understanding the VR Market in 2021 report, which overviews the current state of play for VR headset sales since the pandemic; and the Teaching Immersive Promotion resources, a collection of teaching materials aimed at students.

We are also currently working on: a toolkit aimed at immersive participatory performance creators that identifies new creative strategies for communicating to audiences about what they can expect from immersive participatory performance; a prototype for using AR in traditional print promotional materials like posters; and experiments with using autonomous sensory meridian response (ASMR) as an XR promotion tool for guiding audiences into an immersive psychological state.

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