Line of Innovation Multimedia technologies / Immersive technology

Immersive technology solutions

The general definition of immersive technology solutions within the context of Connected Media refers to the development and use of technologies that integrate different types of digital and real content, thereby seeking to provide more real and natural experiences that allow processes to be improved and costs to be saved.

The large quantity of information that we handle on a daily basis increasingly forces us to make a huge effort at comprehending information, which is why tools such as those available at ITAINNOVA are increasingly more important. They allow us to understand information intuitively and naturally.

Good data visualisation not only provides clear communication, it also stimulates the spectator's participation and captures their attention.

There are a broad number of applicable sectors, given the exponential growth of digital content complementing real content in all areas, but above all in the visualisation of simulations in industrial sectors; in virtual training in the military and medical sectors; and in the rapid prototyping of products, thereby shortening design cycles in the industrial sector, not to mention virtual experiences in the tourism sector.

Within this definition, the line of innovation posed at ITA is focused on the following aspects:

  • Rapid prototyping of products. Using advanced visualisation techniques, such as virtual reality and others, the objective is the ability to validate digital prototypes so that, in the product design phase, products can be tested remotely and be modified without having to manufacture a real prototype. This section includes the visualisation of simulations, thus making it possible to comprehend complex calculations more intuitively instead of having to interpret complicated graphics.
  • Data analysis in the operating phase and in smart environments. The integration of real telemetry data in synthetic models of equipment, industrial facilities or exterior locations. Thereby making huge quantities of information comprehensible for a human being. From visualising the result of a military mission while it is being carried out, including the trajectories of projectiles, images and the actions taken by each soldier in theatre, to graphically visualising the real data of temperature, torque, power and pressure based on the virtual model of a turbine.
  • Improvement of skills and knowledge. The design of a virtual environment that allows controlled and safe training for users while improving their skills. Thus, when users find themselves in a real situation, they are familiar with the problems they might face. Practising on virtual models allows multiple students to train on the same piece of equipment, thereby ensuring the integrity of both the equipment and people. For example, disassembling machinery for maintenance, tactical-military training on combat scenarios, practice surgeries on a patient based on a real 3D x-ray, logistics planning, etc.
  • Mixed Reality as a combination of synthetic content and real content using Virtual Reality and Augmented Reality techniques and vision technologies for content positioning. The objective is to provide businesses with the most advanced and innovative techniques available in order to improve a user's experience by integrating real content and synthetic content.

These fields of action are leading us to become experts in the following technologies:

  • Real-time graphics engines. Such as Unity or Ogre. Graphics engines provide us with framework software that facilitates and accelerates the development of 3D applications. In addition to providing a graphics engine, this type of software also includes simple physical simulations, collision detection, sound, animation, etc.
  • Augmented Reality Libraries. Such as Vuforia® from Qualcomm©, which allows us to combine real and synthetic content in the same image in real time.
  • Integration of low-cost, Human-Computer interaction devices. Our experience has given us extensive background on integrating all low-cost HCI (Human-Computer Interaction) devices in the market so that we can provide the best possible solution at any given time.
    • Full-body tracking. Full-body tracking devices such as Microsoft Kinet and Kinect 2.
    • Upper body tracking. Devices for tracking the arms and hands. Such as Leap Motion, Hydra Razor and Stem controllers, among others.
    • Eye-tracking. Low-cost devices for tracking the eye. Such as Eye Tribe or Tobii.
  • Multi-devices. Based on the different needs of a customer, we adapt our solutions to the most suitable visualisation devices, including smartphones, tablets, surface, 3D TV, virtual reality glasses, augmented reality glasses, caves, etc.
  • 3D multi-channel digital sound. The positioning and generation of audio from sources within scenes and the adaptation thereof to the user's context allows us to provide a more complete immersion experience. 


  • Audio-visual ICT Demonstration Centre Equipment.
  • User Experience Laboratory.
  • Commercial graphics engines, i.e. UNITY™.
  • Visualisation software, i.e. 3D MAX™.


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