Within HEFT, immersive media creators, academic researchers and cultural institutions work around these three pillars:

1. Storytelling with IX: Research into how immersive forms contribute to new narratives.
2. Preservation and management: Developing frameworks for documentation and sustainable access to IX works.
3. Reuse of heritage: Deploying media heritage as a source for new immersive experiences.

UvA contributes theoretical, methodological, and critical perspectives from media studies, with a focus on historiography, cultural memory and the societal impact of immersive technologies.

UvA’s involvement is represented by Dr. Heman Heidari, who participates on behalf of the Media Studies department. His role focuses on bridging academic research and creative practice, examining how immersive experiences shape new forms of storytelling, audience engagement, and cultural meaning, and how these forms can be responsibly archived and made accessible over time.

Immersive experiences are increasingly showcased at international festivals and museums, yet shared frameworks for their preservation remain underdeveloped. Through interdisciplinary collaboration, HEFT aims to contribute to a resilient and future-oriented immersive media ecosystem, combining artistic innovation with scholarly research and heritage expertise.