UDIT participates in GIVAH innovation project for the Hospitality industry
The University of Design, Innovation and Technology (UDIT) and the NEURO-COLAB research group collaborate in the GIVAH project ("Generative Immersive Systems for Experience-Driven and Adaptive Co-Design in the Hospitality Industry"), coordinated by the AMBIT Cluster and funded by the Innovative Business Clusters Programme (AEI-010500-2025-60).
The GIVAH project arises from the need to integrate advanced technologies, generative AI, intelligent agents, immersive technologies (XR) and spatial computing, to enable new participatory workflows in the hospitality industry: co-creation and conceptual validation of spaces, products and services adapted to the user, and in a context as close as possible to the real environment.
As space becomes a central component of the experience and a narrative support of the service, it becomes necessary to integrate technologies capable of generating, adapting and testing proposals in conditions close to real use, according to AMBIT Cluster.
For its part, GIVAH drives the transformation of the hospitality sector by integrating immersive design and co-creation tools that benefit manufacturers, designers and managers, facilitating customised solutions, early validation and more efficient and secure decision-making.
In addition, at UDIT, the NEURO-COLAB group provides expertise in neuroarchitecture, environmental design, user behaviour in spaces and evaluation of the emotional, cognitive and physiological involvement of the built environment. In this sense, researchers María Beltrán Rodríguez (PI of the NEURO-COLAB group), together with her team made up of Rocío Sancho Alambillaga, Ivette Caldelas and Alejandro Martínez González, and Enrique Villamuelas of the VERSUS group.