CM Malaga 2024: where Culture and Technology meet

The fourth edition of the CM Málaga, Culture & Museums International Tech Forum was held at the FYCMA (Malaga Trade Fair and Congress Centre). The event, which featured the participation of 1,200 professionals, offered a specialised program that included presentations, panels, workshops and a large exhibition area showcasing advancements for museums and art.

The Forum concluded with the presentation of several awards, highlighting the “III Open Call for Start-ups”, the “EXPONE Awards” from the Association of Museologists and Museographers of Andalusia (AMMA), and an Honorary Mention for the architect Víctor Pérez Escolano. Additionally, awards were given for innovative and sustainable design for museum shops, an international augmented art competition and the Ideathon “Culture in Code”. CM Málaga was organised by FYCMA and Málaga City Council, with the support of the The Regional Government of Andalusia and Diario Sur.

Immersive Oasis participation

Technology, especially Virtual Reality, has revolutionised access to museums and culture, enabling virtual visits and immersive experiences from anywhere. It is also aids in the conservation of artworks and the recreation of historical sites, making art more accessible and educational.

Key points of our participation in CM Málaga:

• • • • XR Solutions for Tourism: we presented immersive solutions that allow businesses to stand out in the highly competitive tourism sector by offering experiences that captivate and attract visitors.
      • Increased Engagement: our products and services are designed to boost cultural outreach engagement, helping brands connect more effectively with their audiences.
      • Innovation in Every Experience: the XR solutions we showcased are constantly evolving to meet current market standards, adapting to the needs and feedback of the public to deliver unique experiences.
      • User centred content modelling: our approach focuses on tailoring content to user needs, ensuring a product that grows and adapts to trends and expectations.

During the fair, we showed several applications that explore the potential of Extended Reality. Some of them featured 360º videos, designed to showcase cities or spaces of great cultural or natural value. Other applications required more user interaction, either for information or entertainment purposes, as well as a virtual visit to Asturias in the early 20th century through an interactive reconstruction.

Regardless of the creative solution used in each XR experience, they all share a common goal: to provide the audience with a memorable, entertaining, and enriching experience.

The InmersivaXR initiative enabled the Immersive Oasis team and other participating companies to showcase their innovative solutions to the public at the fair, which focused on technological advancements in culture and art.