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Yorkshire Post interview on Virtual Reality

6 November 2017

Our Office 13

We were pleased to be interviewed recently by the Yorkshire Post for their Yorkshire Vision magazine about the future of Virtual Reality and our role in a growing UK market.

As a specialist in animation and 3D visualisation Virtual Resolution has embraced the commercial opportunities presented by Virtual Reality as part of a strategy to create a centre of excellence for visual design in Yorkshire.

We have built an HTC Vive demonstration area for clients at our production studio in Elland, West Yorkshire, to help educate businesses in the possibilities offered by virtual reality technology for marketing and design.

It’s all part of a more experiential way of planning, designing, marketing, gaming and living and Virtual Resolution director and head of VR John Hales believes this is just the start for the technology and Yorkshire’s role in pioneering its commercial use.

“We are very much on the road to being recognised as one of the UK’s leading specialists in using VR to bring architectural design to life and engage audiences with a more immersive style of marketing,” says John.

“The way consumers interact with everything from homes and hotels to conferences and events is changing and we want to be at the forefront, enabling companies to use the latest visual tools to do things differently.”

John founded Virtual Resolution with fellow director Tim Power in 2009 and the firm is now one of the largest specialist architectural visualisation

firms in the UK.  The team offers in house rendering facilities and sophisticated computer design technology capable of delivering anything from

simple modelling and enhanced computer generated stills through to complex video animation.

Virtual Resolution’s determination to push boundaries in the use of animation and VR in the interior design sector has led to the firm winning the CGI and Visualisation category at this year’s Society of British and International Design (SBID) awards in 2017. 

Looking ahead, John believes virtual and augmented reality have a big role to play in the technology of the future.

John says: “Immersive technology has the capability to change how we communicate, how we work and how we shop, not to mention how we play, learn and exercise.

“At the moment we’re right at the start of the virtual and augmented reality journey and the technology is evolving at a remarkable pace. Whilst nobody can be certain what the future of VR and AR will look like, the fact that there’s such massive investment from the likes of Google and Facebook  tells us the expectation is that it’s going to be huge. 

“There’s a lot of interest in VR from forward thinking businesses but a fair bit of skepticism too, which is why we encourage clients to try the technology for themselves and experience what it can do.”

Could VR create job opportunities in Yorkshire? 

John says: “By providing some brilliant marketing gains to our clients using VR technology, there’s a growing realisation that this isn’t just a gimmick. It’s a vehicle for building hype and excitement before a product launches and creating a buzz.

“As interest grows, so does our team, putting Yorkshire at the heart of VR job potential for artists within the industry to innovate and excel. Our studio here in Elland puts Yorkshire at the centre of that growth.”

Could Yorkshire become a centre of excellence?

“There’s a lot of local talent capable of pushing the limits of the technology. We’re part of a range of companies creating great VR content, meaning the VR industry in Yorkshire is starting to boom and excel. We’ve recently created two game ready, interactive student accommodation products and with our client’s audience already embracing the technology within their own homes, it has helped them sell the first year’s accommodation long before it was even completed. The creative opportunity and versatility that virtual reality now offers is simply undeniable.”

Read the full article here (P 11-13): http://edition.pagesuite-profe...