Exclusive XR event at the intersection of innovation and Pukkelpop festival fever

UCLL University College, POM Limburg and Pukkelpop are jointly launching the E>merge XR Challenge

On Monday evening, 11 August, more than 80 professionals, entrepreneurs and innovators gathered at the Pukkelpop site in Kiewit for E>merge – a new and unique inspiration and networking event organised by UCLL University College and Pukkelpop, with the support of POM Limburg’s XR innovation fund. ‘With this event, we want to show that Limburg is ready to nurture innovative ideas, even outside the traditional business context. A festival like Pukkelpop is the perfect breeding ground for new collaborations between new technology, creativity and entrepreneurship,’ said Tom Vandeput, deputy and chairman of POM Limburg.

The event conveyed a powerful message about the future of innovation applications in XR, AI and new communication technologies in Limburg, and gave guests a unique behind-the-scenes look at one of the country’s largest festivals.

E>rena as a network and launch platform for new XR applications
Two years ago, UCLL and Pukkelpop launched the new “E-Rena” stage as a place for gaming, AI, Tech Talks and the latest technologies. It quickly became a success, often attracting a full house and a lot of interest. The E>rena is therefore a unique place to bring everything related to XR technology to the attention of the Pukkelpop audience in an innovative and accessible way. UCLL therefore links the E>rena to the objectives of the XR Innovation Fund of POM Limburg, where Limburg companies want to develop new XR applications together with knowledge institutions.

E>merge XR Challenge: open call to companies with a view to Pukkelpop 2026
During Monday’s event, the E>merge XR Challenge was also launched: an accessible initiative to give new XR ideas, as well as existing technologies, a place in the E>rena at Pukkelpop 2026. The most promising idea will be selected from the submissions this autumn. Perhaps even several. After this, students and researchers from UCLL will work with the initiator(s) to professionalise these XR ideas and prepare them for public display. This will be done in collaboration with the XP Lab at UCLL (Corda Campus) and students from the Creative Media Management programme.

Tom Vandeput – Chairman of POM Limburg and Deputy for the Province of Limburg: “At the crossroads of technological innovation and festival fever, we want to show today where we as a region need to go. XR is more than just a gimmick. It is a way to work smarter, visualise better, train more safely and innovate faster. The technology makes complex processes more efficient, accelerates product development and opens up new markets. The fact that only 1% of our companies currently use XR shows its growth potential. The provincial government and POM encourage entrepreneurs to collaborate with knowledge institutions and investors to make Limburg a breeding ground for digital creativity and economic progress. E>merge encourages all Limburg companies to actively explore XR and help shape the digital future of our region.

Marc Vandewalle, Managing Director of UCLL University College, adds: “UCLL and Pukkelpop have been working together on innovation for 10 years, and this is a new and important step. As a university college, we strongly believe in the power of co-creation. In this XR challenge, we bring students, companies and partners together from this place that is bursting with energy and creativity. That is precisely the driving force that helps our region move forward.”

Frederik Luyten, spokesperson for Pukkelpop, concludes: ‘Pukkelpop is more than just music. It is a place where new ideas are born and where the future and experience come together. Together with UCLL and POM Limburg, we are happy to support an innovative generation of Limburg thinkers and doers.’

Participate in the E>merge XR Challenge
Entrepreneurs or creative minds who would like to unleash an innovative idea at one of the country’s largest festivals can register until 1 October via the UCLL website. For more information, please contact Anse Winne (anse.winne@ucll.be).