Jerusalem’s Tower of David: An International Hub for Cross Reality. Yes, really.
A Surprising Location for XR
It’s an odd combination of words; saying “the Old City of Jerusalem” and “Virtual/Augmented/Merged Reality” in the same sentence would seem to be oxymoronic.
Yet my friend from TAMID, John Dopp (featured on the cover photo of this publication), seemed to tell me otherwise — he is an intern at the Digital Innovation Lab at the Tower of David (TOD). I went to speak with Devora Mason, Director of the TOD Innovation Lab. As bizarre as the concept may seem, I can personally attest that the place really does exist.
The Tower of David is one of the most well-known symbols in the State of Israel; it is a citadel built about 500 years ago on top of archaeological ruins dating back 2,700 years. It is one of Jerusalem’s most popular heritage sites, with the museum inside hosting over 400,000 visitors annually. Now, the museum’s innovation lab is using new technologies to enhance the museum visitor experience and is becoming one of the leading centers of XR in the country and the world.
Defining Terms
Devora began our conversation by distinguishing between the different types of technology that are being developed in the space.
Virtual Reality (VR): The user is taken to a new entirely encompassing virtual space
Augmented Reality (AR): Another virtual element is added to the existing reality
Merged Reality (MR): A new form of VR that enables users to utilize real-world objects and actions within a corresponding virtual space
Cross Reality (XR): Combines the different forms of VR, AR, and MR
The Lab’s Program
The lab accepts applications for its program and selects promising companies that will benefit from working in the space. The museum works with them until they reach a POC (Proof of Concept.) Companies receive access to an equipment lending library and exclusive content. They are able to test and pilot their cutting-edge technologies by using the museum’s large volume of visitors as “real-time beta testers.”
TOD has a partnership with Amazon Web Services, which provides the companies with a $10,000 credit that can be used towards its Sumerian toolkit and platform for MR products. Companies in the space also receive financial consultation services from Ernst & Young and legal services from GKH. The expected trajectory of the lab is to yield roughly $5 million worth of content. The lab allows companies to “experience tech in a friendly space, with mentors and large corporates working” in tandem with them.
Only Round One
The Innovation Lab is still only in its first round of companies, yet has already hosted major delegations. It has presented to large corporates like HTC, Samsung, Nokia, Microsoft USA, Huawei, and AliBaba, and has hosted government representatives from Japan, Gibraltar, and Australia. The lab has been visited by leaders from Israel Bonds, Access Israel, AIPAC, and the Israel Ministry of Tourism.
The Lab hopes to work with the Italian and Chinese governments, as they are heavily connected to their respective histories and would likely be interested in working collaboratively with the Jerusalem hub of innovation within the ancient citadel.
Companies in the Lab
There are nine companies working in the in this first round. I was able to get a preview of a few of the groups working in the space during my visit. Here’s a brief overview:
ODDYSY: An Israeli MR company that creates “the most advanced and immersive entertainment,” allowing users to enter “different worlds” and interact with them.
Blimey: This company is working on developing a totally encompassing virtual reality experience of the Holy City.
Insomnia Studio: Founder Nir Cohen is aiming to combine tangible games with digital media by using AR.
SixR: Likely to be of special interest to Facebook, SixR uses live video heat maps in its production of XR content.
LithodomosVR: A company made up of archaeologists and 3D content developers that is working to produce accurate virtual representations of historically significant sites.
Why the Old City?
“Many museums shy away from using technology,” explains Devora. The Tower of David Museum certainly does not. Bringing XR to the Old City of Jerusalem was intentional — the “Startup Nation” uses its technology to connect the past and the present, linking 4,000 years together through a new form of experiential reality. In the process, it is part of a global transformation of bringing XR into the mainstream by implementing it into the tourist experience.
Check out the Lab’s launch video and be sure to follow the Lab on Facebook and its website.
