Rapid advances in imaging technology, particularly in the areas of visual effects (VFX) and 360-degree video technology, have the potential to transform the meetings, incentives, conventions and exhibitions (MICE) industry. Technological innovations such as Virtual Reality (VR), Augmented Reality (AR) and Extended Reality (XR) play a crucial role in the development of immersive environments designed to increase attendee engagement and satisfaction. This study examines the implementation of VFX and 360-degree video technologies through interactive digital posters as part of experience trails in the Lüneburg Heath, a well-established leisure region in northern Germany. This paper presents the technological framework and discusses usability in the context of this case study. The use of 360-degree panoramic video and VFX for interactive posters in specially equipped conference rooms, such as the Dortmund conference room at Hotel Park Soltau (Germany), illustrates the potential of these technologies to redefine traditional business event settings. The integration of these technologies offers new opportunities, particularly in using the environment to enhance the event experience and create unique value propositions in an increasingly competitive market. By merging business and leisure elements, the Lüneburg Heath serves as a strategic asset for MICE stakeholders, allowing venues to offer differentiated experiences in line with global trends such as 'bleisure' (business and leisure) travel. While these technologies offer opportunities, challenges such as high initial costs, specialised content production and adaptation to existing event formats need to be addressed. In addition, the study considers the potential of LED walls as a scalable alternative and provides insights into future developments in the implementation of immersive technologies in business events.
360-degree image and movie content has gained popularity over the media and the MICE (Meeting, Incentive, Conventions, and Exhibitions) industry in the last few years. There are three main reasons for this development. First, on the one hand, it is the immersive character of this media form, and, on the other hand, the development of recording and presentation technology has made significant progress in terms of resolution and quality. Third, after a decade of dynamic rising, the MICE Industry focuses on a disruptive change for more digital-based solutions. 360-degree panoramas are particularly widespread in VR and AR technology. However, despite the high immersive potential, these forms of presentation have the disadvantage that the users are isolated and have no social contact during the performance. Therefore, efforts have been made to project 360-degree content in specially equipped rooms or planetariums to enable a shared experience for the audience. One application area for 360-degree panoramas and films is conference rooms in hotels, conference centers, and any other venues that create an immersive environment for their clients to stimulate creativity. This work aims to overview the various application scenarios and usability possibilities for such conference rooms. In particular, we consider applications in construction, control, tourism, medicine, art exhibition, architecture, music performance, education, partying, organizing and carrying out events, and video conferencing. These applications and use scenarios were successfully tested, implemented, and evaluated in the 360-degree conference room “Dortmund” in the Hotel Park Soltau in Soltau, Germany. Finally, the advantages, challenges, and limitations of the proposed method are described.