Advanced immersive architecture
Introduction
Virtual reality applications refer to different ways of using virtual reality (VR).
Virtual reality is an immersive sensory experience that digitally simulates a remote environment. Applications of this type have been developed in a wide variety of fields, such as education, architectural and urban design, activism, digital marketing, engineering, robotics, entertainment, fine arts, healthcare and clinical therapies, heritage, archaeology, occupational safety, psychology and social sciences.
Architecture and urban design
One of the first recorded uses of virtual reality in architecture was in the late 1980s, when the University of North Carolina virtually modeled Sitterman Hall, home of its computer science department. Designers wore a VR headset and used a joystick to simulate movement around a virtual space. With an Autodesk Revit model they could "walk through" the environment.
Virtual reality allows architects to understand the details of a project, such as material transitions, sight lines, wall stress, wind loads, solar heat gain, or other engineering factors.[2] Around 2010, virtual reality software had been developed for urban regeneration, planning, and transportation projects.[3] Entire cities were simulated using virtual reality.[4].
digital marketing
Virtual reality presents an opportunity and an alternative channel for digital marketing. The company International Data Corporation wanted to invest in augmented and virtual reality, foreseeing a compound annual growth rate of 198% in 2015–2020. Its revenue was expected to increase to $143.3 billion in 2020.[5][6] Global digital advertising spending was forecast to increase to $335.5 billion in 2020.[7][8] A study in 2015 found that 75% of companies on Forbes' World's Most Valuable Brands List had developed a VR or AR experience device.[9] Despite Because VR is not widespread among consumers compared to other forms of digital media, many companies have invested in VR.[10] Some companies have invested in virtual reality to enhance collaboration in workplaces.[11].
Virtual reality can present high-definition interactive three-dimensional images.[12] Its benefits for marketing were observed by Suh and Lee through laboratory experiments, which showed that with a VR interface, both product knowledge and interest on the part of participants in it increased significantly. Marketing with VR can emotionally engage consumers.[13] Also, both studies indicate a greater desire to purchase products marketed through VR; however, these benefits showed minimal return on investment.[9] Suh and Lee found that products that are experienced primarily through hearing and vision (but not others) benefit the most from virtual reality marketing.