About Us
UPscaleXR is a Rotterdam-based immersive production studio on a mission to bring XR to real audiences at real scale. We produce, host, and distribute immersive work — and we build the infrastructure that makes it sustainable.
The sector has long been trapped in a cycle of single-headset pods, one-off festival premieres, and productions that disappear after a weekend. We're changing that. By combining expert hosting infrastructure with storytelling consultancy, we enable makers to design VR,XR and AR stories where narrative and medium reinforce each other — and then bring that work to audiences across festivals, theatres, and venues in a way that is repeatable, reliable, and economically viable.
Our software and hosting infrastructure keeps overhead low and quality high: we deploy and operate our own hardware and device management systems, purpose-built for large-scale cultural hosting. From intimate 6DOF experiences to 360 VR productions running on hundreds of headsets simultaneously, we handle the full operational layer so makers can focus on what matters.
"There are so many XR works in the Netherlands that deserve to be seen and make an impact for a larger audience. Not pods with a single headset — but ticket sales, just like any normal medium like theatre or cinema."— Floris Smit, Managing Director
In 2026 and 2027, UPscaleXR will produce and distribute multiple large-scale XR productions across European venues — an industry-driven initiative built together with DASHXR and TU Delft, anchored at IFFR Lightrooms, and supported by Cultuurloket DigitALL.