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StoryFutures is an R&D collaboration into the future of story form, business models, data processes and audience experience.

Led by Royal Holloway, University of London, it is part of the Arts and Humanities Research Council’s Creative Industries Clusters Programme, funded through the Industrial Strategy Challenge Fund.

StoryFutures Creative Cluster

This exciting project brings together creative SMEs in the local area, world-leading Creative Screen and Technology companies and world-leading researchers. StoryFutures provides an innovation architecture for SMEs to create the compelling content, products and experiences to drive growth in next generation technologies.

Our novel “StoryLab” develops prototypes and pilots that respond to industry wide barriers to growth in immersive and beyond. We produce content that tests how to translate, adapt and converge traditional storytelling conventions to produce a new grammar for next generation technologies, test these productions with audiences, utilising cutting edge research in cognitive psychology, neuroscience and media research to fuel commercial growth and create enthralling experiences for the public.

Our partners span film, TV, gaming, VFX and immersive, including: Pinewood Studios, Immerse UK, Resource Productions, BFI, Connect TVT, Imaginarium Studios, The National Gallery, BBC Studios, Sony Interactive and nDreams, Brunel University and University for the Creative Arts.

Visit to find out more about the current projects and collaboration opportunities. 

StoryFutures Academy

StoryFutures Academy is the UK’s National Centre for Immersive Storytelling run by the National Film and Television School and Royal Holloway, University of London.

The Academy’s mission is to provide core screen sector talent with the tools, space, creative freedom and cross-sector work structures to unlock the creative and commercial potential of immersive production.

Over 270 creative professionals and students have benefited from the diverse range of programmes including 129 direct beneficiaries from the core screen industries, including Oscar and BAFTA winners and senior staff from major film and television organisations. This number is demonstrates that there is significant appetite in the sector for tackling the challenges and opportunities of
immersive storytelling.

Find out more at 

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