Established in 2015, the Innovative Design and Emerging Applications (IDEA) Lab combines academic research with our design and development skills to create innovative applications for VR, AR and anything in between. We explore a range of different content areas, with each researcher having their own speciality, from VR and cybersickness to AR and participatory design. Many of our researchers also do design, development, and consultancy work for the lab, ensuring our projects are well based in academic knowledge.