Recognized as one of the most innovative art and design schools in the US, the CIA (Cleveland Institute of Art) strives to prepare its students for emerging careers in the latest visual technologies, including the burgeoning field of virtual production. The lack of a comprehensive resource for these technologies spurred the CIA to turn to Disguise Services and The Studio B&H to design and construct the IML (Interactive Media Lab)—a full-service immersive/interactive facility.
The Challenge
The CIA’s goal was to create a space where students and professionals could employ the same tools and workflows found in top virtual production studios around the country. According to Matthew McKenna (CIA VP of Technology and Digital Strategy + Chief Information Officer), “When the Cleveland Institute of Art approached The Studio B&H, we were building something that didn't exist anywhere in the Midwest: a publicly accessible, full-service studio dedicated to immersive and interactive media. Our research confirmed that Northeast Ohio had no comprehensive resource for AR/VR, gaming and virtual production that combined professional-grade facilities, equipment and expertise under one roof.”
The Solution
At 36’ wide and 16’ high, the LED volume wall in the IML’s XR (extended reality) studio provides an expansive, double-height space for VP (virtual production) and ICVFX (in-camera visual effects). Both the wall and its corresponding recessed LED floor are powered using disguise servers, in this case a VX4+ server for lossless 10-bit 4K60p video playback, a GX3 with 100GbE bandwidth for peak video performance and advanced graphics processing, and five RX III rendering servers for outputting complex, real-time content. IML users can capture up to 6K Super 35 video with the RED KOMODO-X camera and create real-time camera tracking sequences using OptiTrack Motive Body software.
“The XR Studio was the functional and visual core of that vision from the beginning, a production-grade space where students and professionals could work side by side using the same tools and workflows found in top studios nationally. The goal was to bridge education, community and industry. We did not want to simply simulate professional practice but enable it. The Studio B&H was the right partner because you understood both sides of that equation. In addition, CIA has had a long history of working with B&H for equipment needs,” McKenna said.
Additional spaces within the IML like the Digital Capture Studio and the Rapid Prototyping Lab support the XR Studio with 3D scanners, 3D printers, laser cutters, CNC-milling stations, soldering stations, and photogrammetry gear for functions like virtual set design and prop fabrication.
Animation pros and students in the CIA’s Animation and Game Design programs have access to motion-capture, 3D scanning, sound recording, and VR/AR technology, enabling next-gen storytelling—from concept to finished, viewable content.
Game developers and creators of AR/immersive experiences can use the Experience and Edit Center and the Arcade for their productions, making use of the DaVinci Resolve editing bay, haptic chairs, Dolby Atmos 360 audio, VR headsets, racing simulators, and 98” displays.
The Results
The launch of the IML is part of a developing Virtual Production course and has already resulted in a new minor choice for students that provides hands-on access in these emerging technologies: virtual and augmented reality. Located within Cleveland’s MCC (MidTown Collaboration Center), the IML provides both essential hands-on experience for students and a robust programming schedule for the creative community. Open houses, professional organization meetings, and product demos by interrelated tech companies provide further interactions between the IML and the creative community.
Regarding which elements have proved to be most popular thus far, McKenna said, “The XR Studio has generated the most interest, particularly its virtual production capabilities. Students are excited by the ability to create and work in environments that mirror professional film, animation and media production workflows. The integrated motion capture system has also been a main attraction, giving students hands-on experience with tools they would only encounter in industry settings if not for CIA's Interactive Media Lab. More broadly, the opportunity to experiment with emerging technologies and collaborate across disciplines has been a major draw.”
Students and instructors from the Animation, Game Design, and Industrial Design program have used the LED volume wall to produce the short film “Operation Blast-Off!” They also used the Rapid Prototyping Lab to design and create set pieces and props for the production, including the featured spaceship.
All CIA students can access the IML, regardless of what major they’ve chosen, with the Equipment Checkout portal enabling IML users to reserve a range of items for their lab experience. To help showcase IML productions, the L. Krieger Fund Interactive Media Gallery provides a space for project tests, critiques, and immersive AR exhibits within the IML, featuring smart glass gallery windows that can be switched to a projection support mode.
Concerning what aspects of the facility may be expanded based on feedback so far, McKenna shared that, “Right now, CIA's focus is on expanding programming, partnerships and opportunities for engagement rather than making major changes to the physical space. Feedback has consistently highlighted demand for more hands-on experiences, workshops and industry-connected projects. The first year has reinforced that the real value of the Interactive Media Lab comes from the community, learning experiences and collaborations that happen around the technology.”
McKenna added, “CIA's Interactive Media Lab is now the only facility of its kind in the Midwest, and the XR Studio is among a small number of professional-grade virtual production spaces in the U.S. That's exactly the outcome we set out to achieve.”
If you’d like to learn more about additional aspects of virtual production, check out our other guides and articles on B&H Explora!
