Floris Smit is Founder and IX Producer at UpscaleXR, a production house specialising in large-scale immersive experiences for live events and cultural institutions. UpscaleXR is the only European organisation consistently operating 100 to 300 simultaneous headsets — bringing XR out of the lab and into rooms full of people.
UpscaleXR handles the full production chain, from concept to delivery, making large-scale XR viable for organisations that want the impact without the operational risk. Their track record across cultural and live event contexts makes them a rare and reliable partner at this scale.