Floris Smit is the founder and producer of UPscaleXR, a production studio dedicated to making immersive media scalable and accessible. Since its founding in 2021 (originally under the name Dutch Digital Collectibles), Floris has focused on building sustainable bridges between XR creators, technology, and audiences. UPscaleXR provides artists with technical expertise, creative support, and tailored hosting — for museums, festivals, and cultural venues both in the Netherlands and internationally.

With a background as a VR creator and experience in large-scale presentation formats, Floris operates at the intersection of content, technology, and distribution. Scalability and artistic integrity are always central to his approach. In collaboration with DASHXR, UPscaleXR is developing a long-term infrastructure for presenting immersive media in public settings.

In January 2025, UPscaleXR launched this new infrastructure at IFFR, where it produced and hosted all immersive works on-site at the Katoenhuis. Simultaneously, UPscaleXR was presented to the international market as XR partner at the NewImages Festival in Paris. The studio is currently preparing to host a range of XR films by international creators across multiple global venues. Eline van Lint (former IFFR project coordinator) joined UPscaleXR’s core team, further expanding its network and production capacity.

Floris has produced and collaborated on numerous XR installations and virtual reality projects, offering technical production, creative guidance, and professional hosting. His expertise spans the full spectrum of immersive storytelling — from interactive installations to VR performances — making him a versatile and trusted partner in the XR field.

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CURRENT PROJECTS

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