AVM are producing a set of world-class virtual production tools to support the UK's leading global position in the market for fine art, antiques and cultural heritage.

These tools will enable galleries, auction houses and museums to produce and publish video content for sales and exhibition purposes at a fraction of the cost of the current state of the art and in a fraction of the time.

Development has progressed and target market feedback has indicated a strong need for further development to meet user requirements. User wish to have people within their 3D environments and current 3DVR tech is not good enough to meet user quality demands.

The development will deliver ground breaking augmented virtual reality features that will enable customers to create photo-realistic video content featuring people as well as 3D art works in photo-realistic environments without ever having to leave their desks.

The tools will deliver both short -term economic benefits for the Covid 19 impacted art and cultural heritage market, as well as significant long-term economic, environmental and educational benefits for UK plc. AVM estimate savings in time and the cost of production of around 75% compared with the current state of the art in

production processes.

Environmental benefits could be even more significant with potential savings coming from both increases in efficiency and customer behavior, as online only viewings and sales become more and more business as usual.

The project is designed as a short development at relatively low cost in terms of potential benefits, leveraging existing AVM technology, market position and team strengths.

Sustainability issues are addressed and some are measurable within the study, in particular those related to improved productivity.

Other benefits in this area will take longer to materialise, such as reduced travel and freight costs (low-carbon

benefits). AVM will deploy a user-centered design and project management approach to ensure outputs deliver maximum benefits to target users.

The grant will enable AVM to establish a position as a world leader in the field of video production and marketing tools for the art market. This service will in turn support and enhance the UK existing status as a global leader in the market for fine art and exhibitions by ensuring that the UK's leading galleries and auction houses have

first mover access to the technology that will enable them to manage their costs and carbon footprints at a time of great change and economic disruption.

Opportunities exist to extend the use of the outputs into adjacent sectors, such as museums and exhibitions, with largely social benefits since the sector is not well resourced financially. Access to such tools will promote culture/heritage and education via low cost in-house usage but will not, in itself, create a sustainable free standing

business model within the sector.

As an extension to primary target it is a significant,and global, opportunity which will be evaluated, extending prior AVM work in this area.