Immersive Technology Masterclass at Ithra, Saudi Arabia

In July 2022, AVimmerse Creative Director Keith Myers was invited to deliver an immersive technology masterclass at King Abdulaziz Center for World Culture, known internationally as Ithra. The session formed part of Ithra’s Creative Solutions Programme, an annual initiative bringing together professionals across art, science, and technology to explore new forms of creative practice.

The programme focuses on practical innovation, inviting participants to develop viable ideas using emerging technologies including augmented reality (AR), virtual reality (VR), mixed reality (MR), immersive audio, and haptics. AVimmerse was invited due to its applied experience in immersive production, education, and industry focused training.

The Ithra Building and Creative Environment

Before the masterclass, there was an opportunity to explore the Ithra building itself. The centre is a striking piece of contemporary architecture, housing galleries, libraries, theatres, studios, learning spaces, and public cultural facilities under one roof.

The design blends stone, metal, wood, and glass in a way that reinforces Ithra’s mission. It is a space built around knowledge, learning, and cultural exchange, and sets the tone for the kind of interdisciplinary thinking encouraged within the programme. Ithra is both a cultural landmark and a working creative ecosystem.

Day One: Immersive Technology Masterclass

The first day focused on introducing participants to the foundations of immersive technology and real world creative workflows.

The structure of the session included:

• An introduction to game engines and immersive platforms.

• Practical Unity workflows, including cutscenes and interactive structure.

• A hands on introduction to Blender and integrating 3D assets into Unity.

• Industry focused sessions covering case studies, project planning, and commercial application.

• An overview of roles, rates, and career pathways within immersive industries.

Participants were provided with teaching materials to download and continue using beyond the session, supporting longer term learning rather than a one off workshop.

The day concluded with an unexpected and generous moment of hospitality from the students and organisers, reflecting the warmth and openness of the creative community at Ithra.

Day Two: Project Feedback and Advanced Learning

The second day shifted focus towards project development and mentoring. Students presented their ideas and works in progress, receiving structured feedback on concept development, technical feasibility, and execution.

Many participants refined or evolved their projects as a result of these sessions, demonstrating a strong level of critical engagement and creative ambition. The quality and sophistication of the ideas reflected both the talent of the students and the supportive learning environment fostered by Ithra.

Discussions also focused on how emerging creatives can continue developing their work beyond formal education, including mentorship, collaboration, and industry engagement.

Visiting the Heritage Museum

Following the teaching sessions, there was time to visit the on site heritage museum. The exhibition offers insight into Saudi Arabian history, culture, and its evolving relationship with technology and global exchange.

The experience provided valuable cultural context and reinforced the broader themes of the programme. Heritage, innovation, and future focused thinking are deeply intertwined at Ithra, and this balance is reflected across its public and educational spaces.

Reflections and Looking Ahead

Ithra represents a forward thinking approach to creativity, education, and cultural investment, with clear ambitions aligned to Saudi Arabia’s long term vision. The experience highlighted the importance of immersive technologies not just as tools, but as cultural mediums capable of shaping how stories, knowledge, and identities are shared.

The visit reinforced AVimmerse’s commitment to education, skills development, and international collaboration. Supporting the next generation of creatives and connecting with peers across different countries remains a core part of our practice.

AVimmerse looks forward to continuing its relationship with Ithra and contributing to future learning programmes in immersive technology and digital storytelling.

Immersive Technology Masterclass at Ithra

The immersive technology masterclass at Ithra formed part of a wider Creative Solutions Programme, a yearly initiative bringing together participants from science, technology, art, and interdisciplinary creative practice. The programme is designed to support students in developing new work through a series of focused masterclasses, with immersive technologies at the core.

Video Highlights

For this session, the masterclass focused on game engine technology and how tools such as Unity can be used to build interactive, immersive experiences. The aim was not only to introduce technical workflows, but to help participants understand how immersive platforms can support storytelling, experimentation, and creative problem solving across disciplines.

Beyond the teaching itself, the cultural context was an important part of the experience. Exploring heritage spaces and creative environments in Saudi Arabia offered insight into how different cultural influences intersect, particularly where technology, history, and contemporary creativity meet.

Working with the students was a highlight of the programme. The group was open minded, welcoming, and highly creative, with several participants already developing strong and ambitious ideas. Ongoing support and mentorship continues beyond the masterclass, helping students refine and deliver their projects using immersive technologies.

This approach reflects AVimmerse’s wider commitment to education, industry knowledge sharing, and supporting the next generation of creatives. Drawing on years of experience in XR and immersive production, the focus remains on giving back to the creative community and helping emerging practitioners grow sustainable, future facing practices.