From virtual reality to location intelligence: why spatial is the future

WHAT WE KNOW ABOUT SPATIAL AND HOW IT WILL REVOLUTIONISE THE NEXT 10 YEARS

Imagine putting on a pair of glasses and suddenly the world around you becomes an interactive, digital experience. Movies, TV shows and live events no longer just unfold on screens, they merge with your surroundings. Music festivals can be experienced from the comfort of your own home in a stunning 360-degree immersion, while interactive stories unfold right in your room. Advertising, entertainment and information are no longer delivered in static formats, but adapt to our environment and preferences.

Whether in media, entertainment or brand communication, the way we consume content is changing. Augmented Reality (AR) turns analogue communication formats into an interactive experience, Virtual Reality (VR) enables concerts and gaming worlds without physical boundaries, and Location Intelligence ensures that content is tailored to the right place at the right time.

This is the vision: content that is not just consumed, but experienced. Digital formats that are immersive, interactive and personalised. Media that is integrated into our daily lives, not just played out.

What will this new dimension of storytelling look like? What technologies will redefine the way we are entertained and informed? And what opportunities do we have in a world where reality and virtuality merge?

Find all the answers in our third essay on “Spatial”: Click here for the essay.

Spatial: Where are we today – and where is the journey heading?

Spatial computing is more than a technological gimmick – it is a fundamental technology that will permanently change our perception of the digital and physical world. AR, VR and location intelligence are not isolated phenomena, but the building blocks of a new era where digital experiences are seamlessly integrated into our everyday lives.

Apple CEO Tim Cook declared back in 2016 that augmented reality would one day be as indispensable as the smartphone, a prediction that is increasingly coming true with the rise of spatial technologies. But it's not just Apple that is betting on the future of spatial: companies such as Meta, Google and Microsoft have all invested heavily in the development of immersive technologies in the past.

We are on the cusp of a world where communication is not just seen but experienced, where cityscapes become interactive and where brands reach their audiences in entirely new ways. But what developments are particularly relevant to media companies? What opportunities are there for marketers, creatives and urban planners? What changes can we expect in the coming years?

Let us immerse ourselves in a future where digital content is not just on screens, but all around us. 
 

How can companies ensure that they don't fall behind?

We have prepared extensively for this essay: We interviewed experts from the industry, attended leading conferences and worked through the latest studies on the most important developments in spatial.

For the German media and communications market, we took a closer look at three fields:

• Virtual Reality (VR)
• Augmented Reality (AR)
• Location Intelligence

We have aggregated this knowledge and invite you to discover it in the interactive Crossroads essay “The Future of Spatial”, to bet on the future with us and to enter into dialogue.

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