EXCENTRIC (HORIZON Europe)
EXCENTRIC is a Horizon Europe Innovation Action focused on human-centric digital transformation in the cultural and creative sectors. The project develops and pilots collaborative data ecosystems that enable responsible data sharing, audience engagement, and cross-organisational innovation in contexts such as museums, festivals, and performing arts.
Role: Co-Coordinator, Academic Co-Lead
Smartification of Audience Experience (NWO-KIEM)
This project examines how technology can support audience engagement in cultural organisations. It focuses on how digital tools, design choices, and organisational practices can be aligned to create more meaningful, inclusive, and responsive audience experiences.
Role: Primary Investigator/Project Lead
Let’s Be (NWO-KIEM)
Let’s Be investigates how XR and immersive technologies can foster social connection and participation, particularly among socially isolated groups. The project examines how digital experiences can support engagement and togetherness beyond physical co-presence.
Role: Primary Investigator/Project Lead
Advertising as a Creative Industry
The research strand that examines advertising as a creative industry shaped by paradoxes between creativity, commerce, and collaboration. This work includes the book Advertising as a Creative Industry: Regime of Paradoxes (Routledge) and extends into continued research on creative labour, professional identity, and value formation in advertising and related creative fields.
Role: Primary Investigator/Project Lead