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Program Outline
Main Conference
Join us for three days of an interactive and inspiring conference dedicated to shaping the future of XR. Experience engaging keynotes from industry leaders and academics, participate in hands-on workshops, and connect during breakout sessions. Set in the innovative and award-winning Tapijn Campus at Maastricht University, home of DEXLab, this event promises to be thought-provoking and enriching. Don’t miss out on the opportunity to collaborate and innovate with experts in the field!
For more information, please contact xrm2025-sbe@maastrichtuniversity.nl
Location: Tapijn Campus - Maastricht University School of Business and Economics
Address: Tapijn Kazerne 11, 6211 ME Maastricht
Wednesday June 25th
Start Time | Activity |
|---|---|
11.00 - 12.00 | Registration |
12.00 - 12.15 | Welcome by Conference Committee |
12.15 - 12.45 | Opening Panel with Mark Sage (AREA), Bibhas Roy (MSS), Tim Hilken (UM) |
12.45 - 13.15 | Keynote by Thomas Kubski & Mathilde Toussaint (Deloitte) |
13.30 - 14.50 | Breakout Sessions 1 |
15.00 - 15.30 | Coffee Break & Exhibition |
15.30 - 16.30 | Keynotes by Anne Bajart (EU) and Ramy Hammady (University of Southampton) |
16.40 - 17.50 | Workshops |
18.00 - 22.00 | Social Dinner at Tapijn Brasserie |
Thursday June 26th
Start Time | Activity |
|---|---|
08.30 - 9.00 | Welcome & Coffee |
09.00 - 10.30 | Breakout Sessions 2 |
10.30 - 11.00 | Coffee Break & Exhibition |
11.00 - 12.30 | Keynotes by Thom vd Moosdijk & Ruben Hekkens (ASML) and Max Louwerse (Tilburg University), Interactive Co-creation Session by Gaby Odekerken-Schröder & Alexandru Maris (UM) |
12.30 - 13.30 | Lunch |
13.30 - 14.00 | Keynote by Anabel Vacano (Atopia) |
14.10 - 15.30 | Breakout Sessions 3 |
15.30 - 16.00 | Coffee Break & Exhibition |
16.10 - 17.30 | Breakout Sessions 4 |
time to go back to hotel | |
19.00 - 23.59 | Conference Dinner at Rebelle Maastricht |
Friday June 27th
Start Time | Activity |
|---|---|
8.30 - 9.00 | Welcome & Coffee |
09.00 - 10.20 | Breakout Sessions 5 |
10.30 - 11.00 | Coffee Break & Exhibition |
11.00 - 12.00 | Keynote by Ko de Ruyter (King's College London) & Interactive Eco-system discussion by Danny Han (Limburg Immersive Technologies Network) |
12.00 - 13.00 | Lunch |
13.00 - 13.40 | Editor Panel with Martin Wetzels (Journal of Service Research), Mirella Kleijnen (Journal of Business Research), Marissa Orlowski (International Journal of Contemporary Hospitality. Management), Carlos Flavián (Spanish Journal of Marketing) |
13.50 - 15.10 | Breakout Sessions 6 |
15.20 - 16.00 | Closing & XRM 2026 Announcement |
Doctoral Colloquium, Tuesday June 24th
Join us for an engaging afternoon focused on XR research! Your experience begins with specialized workshops exploring academic career pathways and XR research methodologies. Following the sessions, you'll have valuable networking opportunities in our innovative Food Experience Lab, concluding with aperitifs at our Teaching Hotel. This colloquium offers both valuable insights and connections with fellow researchers in a welcoming environment—no prior technical expertise is required!
For more information, please contact xrm2025-sbe@maastrichtuniversity.nl
Location: Hotel Management School Maastricht - Zuyd University of Applied Sciences
Address: Bethlehemweg 2, 6222 BM Maastricht
Start Time | Activity |
|---|---|
14.00 - 14.15 | Welcome & Coffee |
14.15 - 15.15 | Workshop by Danny Han & Philipp Rauschnabel |
15.15 - 15.30 | Break |
15.30 - 16.30 | Workshop by Marissa Orlowski |
16.30 - 16.45 | Move to Hotel Management School |
16.45 - 18.00 | Network at Food Experience Lab (HMSM) |
18.00 - 19.00 | Drinks & Snacks |