On October 11th, 2023, the Association of Mediterranean Chambers of Commerce and Industry (ASCAME) and the Legado Andalusí Foundation, both Spanish partners in the EU-funded iHERITAGE project under the ENI CBC MED program, collaborated with the Department of Innovation at the Chamber of Commerce of Barcelona to organize an event in Barcelona, Spain, focused on discussing the current trends in virtual reality and their implications for managing cultural heritage.

In a time when 3D technologies, specifically virtual reality, augmented reality, and mixed reality (AR/VR and MR), are expected to significantly impact the cultural heritage sector over the next decade, this event had a dual purpose. First, it aimed to provide insights from experts in cultural management about the potential of these technologies and the emerging trends in the sector. Second, it aimed to showcase key virtual outcomes of the iHERITAGE project, particularly those achieved by the Legado Andalusí.

Virtual Technologies and Emerging Trends

During the session, the technological center LEITAT presented different innovation eras and initiated a thought-provoking discussion about the process of adopting new technologies. This discussion also delved into the various "tools" utilized during this adoption process, common mistakes made in technology selection, and the importance of attributing value to generate value.

Following this discussion, the University Autonomous of Barcelona (UAB) - Team Open Labs - explored emerging trends in innovation, emphasizing the importance of the connection between digital objects and knowledge. In the digital era, digital objects must be closely associated with digital knowledge to create meaningful digital environments.

Key Achievements of the iHERITAGE Project

These discussions set the stage for ASCAME to present the most significant VR/AR/MR products and services developed through the iHERITAGE project. Furthermore, the Legado Andalusí had the opportunity to introduce one of the project's pivotal initiatives: the creation of the 1st Register of Intangible Heritage of Mediterranean countries (REIM), with a particular focus on popular expressions, traditions, representations, and folk knowledge.

Subsequently, the Legado Andalusí showcased the holographic exhibition titled "Gardens, Heritage, and Dreams," developed as part of the iHERITAGE project. This exhibition serves as a remarkable example of how digital elements can enhance heritage interpretation. Attendees were given the opportunity to learn more about the 3D holographic techniques, including holographic helixes, used to recreate, for instance, the Generalife gardens throughout history and the virtual reconstruction of the Almunia of Chapiz in Granada.

This captivating presentation was complemented by IdeosMedia Creative Studio, which was selected by the Legado Andalusí to carry out the recreations of the Generalife and the Almunia of Chapiz. They explained the process of creating the digital tools featured in the exhibition.

The contributions from IdeosMedia Creative Studio, along with those from the UAB on some of their ongoing innovative projects, marked the conclusion of a conference day that made it evident how profoundly new virtual trends and technologies will impact the future management of Mediterranean Cultural Heritage.

This sector is undoubtedly poised for significant future growth and offers substantial scalability for young Mediterranean SMEs and startups, a resource that ASCAME, through its participation in iHERITAGE, is committed to providing to its members.