The Ontario Government has announced $960,000 in funding to help Brock University create the world’s first augmented reality, virtual reality and sensory reality consumer laboratory.
The new money from the Ontario Research Fund matches a recent federal grant, and combines with support from the grape and wine industry that will enable Brock’s Cool Climate Oenology and Viticulture Institute (CCOVI) to launch the landmark facility, to be known as the R3CL.
The Ontario grant was announced Monday, Jan. 8 by Reza Moridi, the Minister of Research, Innovation and Science. The $1-million R3CL lab is part of a $2.4-million project that will greatly enhance CCOVI’s research and studies into fermentation, wine flavour and consumer behaviour.
After making the announcement Monday, Moridi was invited to test out the virtual reality technology that will be included in the $1-million R3CL (Physical, Augmented and Virtual Reality Consumer Lab), which will be used to create a variety of environments in which people purchase and consume wines. Researchers will study how a range of factors such as sights, sounds and smells impact choice and impression of wine.
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