The XR Lab Oasis, led by program director Rufus Baas, brings together students, teachers, and media companies to explore the possibilities of virtual and augmented reality (VR/AR). With a focus on creativity and industry relevance, Baas emphasizes that preparing students for life requires a blend of education, experimentation, and real-world experience. Five years into its journey, the XR Lab is paving the way for future talent in an ever-changing technological landscape. Rufus Baas shared some of his experiences at the opening ceremony of the new High Tech Campus-based 3EALITY hub.
Preparing for the unknown
Rufus Baas, who comes from the media entertainment and gaming industry, believes that education needs to adapt to an unpredictable future. “We’re preparing students for jobs that don’t yet exist,” he explains. “It’s like giving them a map to a treasure that hasn’t been discovered yet.” At the heart of this approach is the XR Lab, where students, teachers, and companies come together to build prototypes, explore ideas, and experiment with emerging technologies like VR.
What is Oasis?
OASIS is a partnership between six technical-creative vocational schools and leading media companies aimed at training specialists in immersive solutions. Located at the Hilversum Media Park, it is the place where physical and virtual worlds merge. Immersive technology such as VR and AI offers solutions to major challenges, from spatial planning and security to education.
Baas describes the XR Lab as a space where education and industry collide, creating opportunities for creative experimentation while keeping a pulse on industry demands. “We focus on developing practical skills but also on fostering creativity. The collaboration between teachers and media professionals is essential for giving students the tools they need to navigate the future job market.”
Challenges of a rapidly evolving landscape
The XR Lab has faced numerous challenges over the past five years, especially in balancing the rapidly evolving technology landscape with the slower pace of market adoption. “We had big dreams, like creating the Matrix,” Baas says with a smile. “But reality hit us fast, and we ended up building virtual chairs instead.” This reality check has been a central theme in the lab’s growth, forcing them to navigate both hype cycles and shifting priorities in the tech world.
“Disruption, rather than driving innovation, often leads to conservatism.”
Rufus Baas
“One year, everyone is excited about VR, the next it’s blockchain, and now it’s AI,” Baas reflects. “The technology moves fast, but the market doesn’t always keep up. Disruption, rather than driving innovation, often leads to conservatism. People get scared about what new tech might do to their jobs.” Despite these hurdles, Baas and his team have pushed forward, working on prototypes and developing innovative solutions in collaboration with students and industry partners.
Collaboration is key
Collaboration between the media industry and education has been a cornerstone of the XR Lab’s success. Baas emphasizes the importance of combining short-term solutions with long-term visions. “Media companies want quick results, fast feedback, and immediate insights,” he says. “But we also need to think about the future. That’s why we provide both short-term solutions and long-term visions that address the challenges of tech maturity, shifting priorities, and resource limitations.”
One of the standout innovations at XR Lab is the virtual production studio, where green screen technology is replaced with large LED screens displaying real-time 3D environments. This approach has brought about a shift in how films and TV shows are produced, allowing actors and filmmakers to interact with fully realized environments during production. “You can’t fully understand the power of this technology until you try it,” Baas says.
“Invite the kids. They’ll break your stuff, but that’s how you learn.”
Rufus Baas
Growing together with tech and creativity
Looking ahead, Baas sees the XR Lab as a flexible growth environment—a sandbox for innovation where students, educators, and industry professionals can experiment, fail, and try again. “We aim for the heart,” he says. “It’s not just about teaching technical skills; it’s about helping people grow creatively and collaboratively.”
In addition to working with media companies, XR Lab has now partnered with several educational institutions, including Sint Lucas, to broaden its reach. “We want to connect to the tech sector more,” Baas adds. “We have creative knowledge from the media industry, but we need technical expertise to push the boundaries even further.”
His message to innovators and educators is clear: collaboration is the key to success. “We look five to ten years ahead, and we invite everyone to join us on this journey,” he says, encouraging industry professionals to connect with educational institutions and foster creativity. “And don’t forget—invite the kids. They’ll break your stuff, but that’s how you learn.”
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