Hugs in Virtual Reality are a New Way to Connect

The groundbreaking project Embracing Places, developed by Margherita Landi and Agnese Lanza, received an honorary mention at the CultTech Summit x Ars Electronica awards in Vienna. This recognition shines a spotlight on their innovative use of immersive technology to build bridges between communities and foster genuine human connection through simple gestures like hugs.

Embracing Places is a VR experience that takes viewers on a journey to small towns, where local residents share meaningful embraces in significant locations around their communities. Filmed in 360° video, these moments capture the warmth and connection of shared gestures, creating a living archive of universal emotions. As users put on VR headsets, they’re invited to mirror these gestures, transforming their movements into intimate, personal experiences. Meanwhile, spectators without headsets can watch the synchronized movements of VR participants, creating a live performance that merges the virtual with the physical.

By involving the unique landscapes and residents of these towns, Landi and Lanza’s project doesn’t just document culture—it actively preserves and celebrates it. Each VR encounter with a resident’s hug becomes part of an emotional journey, helping bridge the growing gap between digital interaction and real-world empathy. The project highlights how different communities express connection, making each VR hug both a personal and universal experience.

As small-town life fades under the pressures of urban migration, Embracing Places preserves the rich cultural tapestry of these communities, creating a unique archive that can be shared across distances. The honorary mention at the CultTech Summit validates the importance of this mission, recognizing the power of technology to foster empathy and humanize digital spaces.

Landi and Lanza’s work speaks to a broader conversation about using virtual reality not just as entertainment, but as a tool for social good and cultural preservation. By translating something as simple as a hug into a virtual space, Embracing Places reminds us of our shared humanity and the power of collective memory. Their award-winning project is a testament to how technology can deepen, rather than diminish, our connections with one another.

Article by @danieleverse

Image Courtesy of Margherita Landi and Agnese Lanza

RED•EYE WORLD