competitive project
GIVAH: Innovation in Hospitality
Summary
UDIT, through the NEURO-COLAB Co-Lab Neurocreativity group, participates in GIVAH, a project coordinated by AMBIT Cluster and funded by the Innovative Business Clusters Programme (AEI). The project combines generative AI, XR technologies and neuroarchitectural analysis to optimise the co-design of spaces and services in hotels, restaurants and hospitality environments.
Key objectives: Transform design, validate user experiences and improve emotional and cognitive engagement.
givah
UDIT and the NEURO-COLABCo-Lab Neurocreativity research group are pleased to announce our collaboration in the GIVAH project (Generative Immersive Systems for Experience-Driven and Adaptive Co-Design in the Hospitality Industry), coordinated by the AMBIT Cluster(ambitcluster.org) and funded by the Innovative Business Clusters Programme (AEI-010500-2025-60).
Project Objectives
- Transforming design in Hospitality: Integrating generative AI, intelligent agents, immersive technologies (XR) and spatial computing to optimise the co-creation of user-tailored spaces, products and services.
- Early and participatory validation: Facilitate testing environments close to real use to ensure more accurate and effective design decisions.
- Optimising user experience: Assessing the emotional, cognitive and physiological involvement of users to improve service quality and satisfaction.
Methodology
- Immersive environments: Creation of virtual scenarios that simulate real hospitality spaces to allow experimentation and evaluation.
- Participatory co-creation: Incorporation of designers, managers and end users in the design and validation processes.
- Neuroarchitectural analysis: Application of physiological, cognitive and emotional response measurement tools to evaluate interaction with spaces.
Practical Applications
- Interior and product design adapted to real users.
- Improving the customer experience in hotels, restaurants and service spaces.
- Decision-making based on objective data on user behaviour and perception.
Innovation and Competitiveness
- Use of generative AI and XR to accelerate co-design processes.
- Integration of neuroscientific criteria in the evaluation of spaces and services.
- Transferable tools for companies, designers and managers seeking to optimise the user experience.
Participating team
At UDIT, from NEURO-COLAB, we contribute our experience in neuroarchitecture, user behaviour and cognitive and emotional evaluation of environments.
María Beltrán Rodríguez (PI of the NEURO-COLAB group), Rocío Sancho Alambillaga,Alejandro Martínez González Ivette Caldelas, and Enrique Villamuelas (VERSUS group).
