ABOUT CITC

CENTRE FOR IMMERSIVE TECHNOLOGY & CREATIVITY

Embark on a journey through the hallowed halls of the House of Research, where the quest for knowledge transcends the ordinary. Here, at the Centre for Immersive Technology & Creativity (CITC), the mantra is Search, Research, and Researching, a triad of pursuits that propels the centre to the forefront of innovation. It's a place where the relentless pursuit of discovery is not just an activity, but a calling. CITC stands as a beacon of progress, where every search begins an odyssey, every research project is a saga, and the act of researching is a relentless voyage into the unknown.

CITC  is a hub of innovation and research. The centre's motto, "Bringing immersive technology to meet society," reflects its commitment to integrating cutting-edge virtual reality (VR), augmented reality (AR), Mixed Reality (MR) and creative concept development into practical applications.

CITC is particularly focused on the preservation of heritage and culture through new media, such as immersive technology. One of their notable projects includes the VR Longhouse Walkthrough, a first-of-its-kind Borneo VR CGI simulation that recreates the exterior and environment of a traditional longhouse.

The centre is led by a team of dedicated professionals and features several units & Clusters that support essential matters in research, such as Grant, Publication, Consultancy, and Webinar/Seminar/Research Clinic. CITC's vision is to be a centre of excellence that spearheads research for the betterment of Immersive Technology, with a mission to create new ways to enjoy knowledge and improve the quality of research in immersive technology and creativity for heritage and culture preservation.

Their objectives are clear: to promote, disseminate, and create awareness of general knowledge of immersive technology to the public. Through their efforts, CITC aims to become a beacon of excellence in the field of immersive technology and creativity.

CITC owes much of its success to the vision and leadership of Prof Ray Langenbach (2010-2013) .Prof Langenbach, known for his work in cultural theory, performance, and queer culture, has been instrumental in conceptualizing the centre’s direction. 

The centre is also known for its engagement with practice-led approaches. This methodology emphasizes the importance of hands-on experimentation and the integration of design practice with research. By fostering a symbiotic relationship between theoretical inquiry and practical application, CITC ensures that its projects are not only technologically advanced but also grounded in real-world relevance and usability.

This approach is particularly evident in their immersive projects, such as the VR Longhouse Walkthrough, where the combination of cultural heritage with immersive technology requires a deep understanding of both the technical aspects and the cultural significance of the content being created. Through practice-led research, CITC is able to create experiences that are not only technologically impressive but also culturally resonant and educational.

CITC is not only a hub for innovative research and development in immersive technologies but also places a strong emphasis on intellectual property (IP) matters. This focus ensures that the products and research projects developed within the centre are protected and managed effectively.

CITC fosters an environment where all researchers, including young researchers and research assistants, are encouraged to understand and engage with IP rights. This approach is crucial for safeguarding their work, promoting innovation, and ensuring that the benefits of research are shared equitably.

By prioritizing IP management, CITC demonstrates its commitment to maintaining high standards of research integrity and contributing to the global body of knowledge in a responsible and ethical manner.

The future for the Centre for Immersive Technology & Creativity (CITC) at Universiti Tunku Abdul Rahman looks promising and is geared towards becoming a centre of excellence in immersive technology research. The centre aims to:

1. Promote and disseminate general knowledge of immersive technology to the public.

2. Create awareness and educate on the applications and benefits of immersive tech.

3. Foster innovation in VR, AR, MR and creative concept development, particularly in heritage and culture preservation.

4. Enhance research quality and enjoyment of knowledge through immersive experiences.

With ongoing projects and a strong foundation in practice-led approaches, CITC is poised to make significant contributions to the field of immersive technology, both locally and internationally. The centre's commitment to IP management and product-based research ensures that its innovations will be protected and can be shared with the wider community, benefiting a broad range of stakeholders.