Floris Smit has made it his mission to ensure that great immersive experiences actually reach audiences – building the infrastructure that lets XR travel.

Managing Director and Creative Producer at UPscaleXR, Floris has produced and distributed XR work across VR opera, EDM live shows, XR comedy, and film festivals. He holds an MA in Crossover Creativity from HKU and a background in organisational psychology from Erasmus. Together with IFFR and DASHXR, he is building an international standard for LBE XR distribution.

Rotterdam-based, globally minded – and currently setting up an XR performance with FuniLab and DROELOE for ADE.