The Round is a London based company founded by theatre producers, Pip Brignall and Thomas Winsor. By exploring immersive mediums and advanced tech, The Round is dedicated to finding unique ways for artists to express their creativity and tell engaging stories.
The Round app, launched in 2021 and using pioneering technology, turns your immediate surroundings into an immersive, virtual venue via your phone or device.
Using the latest in AR technology, The Round app facilitates premium, live, holographic performances - whereby artists, creatives, performers and brands can virtually enter locations worldwide, for a shared and intimate experience with their audiences. In 2020, the theatre and wider arts industries were devastated by the Coronavirus pandemic. With live performances unable to take place physically and as creators and theatre producers themselves, The Round’s Co-Founders, Pip Brignall and Thomas Winsor, wanted to explore how technology could help keep the industry alive. Making the most of three years of Virtual and Augmented Reality research and development work with the like of Sir Matthew Bourne’s New Adventures, the University of California, Irvine and Riverside, and Epic Games, not only did they find a way to do this, but they also found an exciting and innovative way to harness the power of live performance - offering genuinely meaningful and engaging story-telling experiences to entertainment-starved audiences.
Receiving government funding from Innovate UK’s COVID Response Grant in summer 2020, Pip and Thomas were able to set the wheels in motion. The Round’s first project saw them working with EE and world-renowned recording artist Liam Payne at Riverside Studios. Powered by EE’s 5G technology and The Round’s live performance facilitating app, Liam Payne virtually entered houses across the UK to perform ‘Midnight’ as an opener to the 2021 EE British Film Academy Awards ceremony.