The Immersive Xperience Lab brings together EUR academics, students, support staff, and practitioners from industry and government. Here users, supported by immersive tech engineers and (gamification) experts, can experiment, visualize, and collaborate across domains. It is a space to educate/learn, research, and engage with stakeholders, through immersive technologies. VR, AR, MR, and holography are used as new vehicles to increase understanding, embrace other perspectives, and come to new types of collaborations that boost innovation, and therefore create societal impact.