Special event

Past Event

Through the looking glass, a dreamlike version of PHI appears. Come and explore.

Roundtable: 2 PM


In a constant search for new modes of artistic exploration and human connection, PHI pushes the boundaries of its established environment, offering a new dimension within a virtual space. PHI Virtual replaces the physical space of the PHI Centre with a dreamlike alternate universe, where nature takes back its rights and the codes of reality fall apart. The visitor is invited to participate in the conversation within the intangible environments of the interface. The opening of this new VR ecosystem is an opportunity for PHI to offer the public surreal experiences and cultural events, as well as discussions and artistic collaborations, via a series of exclusive free events.


Uncharted Territory Is the Norm

Inaugurating the PHI Virtual program, a roundtable will be held on April 20th, 2020 at 2 PM, in a surreal PHI Centre, bringing together key players from the world of extended reality (XR). To discuss contemporary issues in the field and future generations of XR, each participant, equipped with a VR headset, will appear in avatar form on a fictional stage within this fantasy atmosphere, inspired both by nature and oneiric driftings.

Myriam Achard, Chief, New Media Partnerships and Public Relations at the Phi Centre, will lead the discussion in this virtual world.


Tobey Coffey, Head of Digital Development for the National Theatre in London
Sandra Rodriguez, Ph. D., Creative director, filmmaker and sociologist of new media technology
Mads Damsbo, Media Director and CEO of Makropol


On our Web site, Facebook page and Youtube channel


Toby Coffey: Head of Digital Development for the National Theatre in London, his team is responsible for the creative and technical development of the digital interfaces between the NT and its audiences. He focuses on developing forms of digital engagement and interaction around the NT and its repertoire of productions. Coffey currently leads the NT’s Immersive Storytelling Studio, which investigates the use of immersive technology to create compelling methods of storytelling. Areas of interest include 360° films, VR, augmented reality, installations, telepresence, digital publishing, online, UX, app development, device‑based engagement, digital art direction, social media, transmedia, and documentary production.

Sandra Rodriguez, Ph. D.
Creative director and filmmaker, Sandra Rodriguez, is also sociologist of new media technology. For the last 16 years, she has written and directed award-winning docs broadcasted internationally before moving into the interactive realm. Today, she directs immersive projects, works as a UX consultant, VR/AR creative director and as mentor for public and private media and hackathons. Author of articles and a book on networked cultures, she is a regular speaker on emergent media and digital storytelling and has been invited to share and present work in Cannes Film Festival, Sundance New Frontier, IDFA, SXSW_Edu, RIDM, Mutek, Singapore Film Festival, Frontières IA, etc. For the last 3 years, Sandra was head of the Creative Reality Lab at EyeSteelFilm, where she explored non-fiction XR projects (Big Picture VR, MANIC VR, Chomsky vs Chomsky) garnering multiple awards, including a prestigious Golden Nica (ars electronica 2019). As a visiting scholar at the MIT Open Doc Lab, she teaches HackingXR, MIT’s first course in immersive media production (in collaboration with Oculus).

Mads Demsbo: Media Director and CEO of Makropol, Mads Damsbo is leading the charge amongst his contemporaries in the development of new immersive experiences. Marshaling film producers and directors, interaction designers and game designers, artists and coders, Makropol is at the creative bleeding-edge in the development of new media experiences. His experience in filmmaking and storytelling combined with a passion for new technology, art and design has spurred a handful of progressive projects, that all seek to challenge the way good stories come to life.

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