Designing the Immersive Congress: Austria Center Vienna on ECR 2026

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The European Congress of Radiology (ECR) 2026 transformed Vienna’s Austria Center Vienna into a fully immersive environment where scientific exchange, technology, architecture, and storytelling converged to reshape the traditional congress experience. Far beyond a conventional medical meeting, ECR demonstrated how large-scale scientific events are increasingly evolving into emotionally engaging, experience-driven environments designed to strengthen learning, networking, and long-term participant engagement.

In this interview, Susanne Baumann-Söllner (right side), Director of Austria Center Vienna, discusses the growing role of immersive design in scientific congresses, the integration of advanced audiovisual technologies such as the polySTAGE, the evolution of venues from passive infrastructure providers into active co-creators of the delegate experience, and the balance between technological innovation, scientific integrity, and sustainability. She also reflects on Vienna’s position as a leading global congress destination and why immersive formats may soon become the new standard for international events.

Susanne's picture © acv.at | Ludwig Schedl

The European Congress of Radiology (ECR) 2026 has been described as a “walk-in world of radiology”, transforming the congress from a traditional sequence of scientific sessions into a fully immersive and experience-driven environment. This approach reflects a broader shift in the paradigm of international medical events. How does Austria Center Vienna define the concept of an “immersive congress” in practical terms? And do you see this model as a one-off evolution specific to ECR, or as a blueprint for the future of scientific congresses at your venue?

In recent years, participant expectations have evolved significantly. Academic presentations alone are no longer sufficient reason to undertake long journeys, partly because most of them are already available to stream online. What matters most are, on the one hand, the many new connections that can be made in person and, on the other, the unrivalled conference atmosphere. Consequently, conferences are increasingly becoming holistically staged events that guide participants through a complete conference experience.

This consistent approach makes the conference tangible in every respect and has a profound emotional impact on attendees. The emotional connection to new experiences and new networks creates a significantly deeper and more lasting impression. People experience it and tell others about it – both in person and via social media. This is far more than just learning. The shared experience brings people together, thereby creating more opportunities for networking and fostering loyalty towards future editions of the conference.

Today’s enthusiastic participants are also tomorrow’s participants and the best ambassadors for attracting new attendees. Spreading the word only works if people have been emotionally moved. I am convinced that the conferences of the future will continue to evolve in precisely this direction and that immersive conferences will become the new standard.
 

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The architecture of Austria Center Vienna, with its interconnected levels and multifunctional spaces, was actively integrated into the ECR 2026 experience, bringing together circulation, scientific sessions, and networking within a cohesive narrative ecosystem. In what ways does the design of the venue influence how scientific content is experienced and interpreted by participants? And to what extent has the Center evolved beyond serving merely as a “container” to becoming a co-creator of the scientific experience?

We have recognised that LED technology is one of the most effective ways to create an immersive experience. It ensures maximum visual impact regardless of lighting conditions and makes it possible to transform spaces emotionally – through colours, moods, scene changes, and dynamic content in real time. That is why we have invested heavily in digitalisation at Austria Center Vienna and, in addition to the world-first polySTAGE, now offer 500 m² of LED surfaces and more than 150 digital screens throughout the building. Alongside LED technology, sound is also crucial in creating truly immersive experiences. We therefore rely on Meyer Sound systems across all our halls, adhering to the same high technical standards used by Ed Sheeran and many other leading artists. In the entrance hall, we have installed a 360-degree spatial sound system, the perfect complement to the polySTAGE.

Large conferences such as ECR often make use of every level of the building. That is why we are continuously modernising the venue. As part of our latest upgrade, we created two open-plan levels at the heart of the building – Level 0 and Level 1 – both directly connected to the polySTAGE. This means that, while enjoying a coffee at the bar on Level 1, participants can simultaneously engage with the live content being broadcast via the polySTAGE.

We are therefore delighted to host such an innovative and continuously growing congress as ECR. At the same time, we are constantly evolving our venue, creating flexible new networking areas and opportunities that ultimately benefit all events hosted here.

Furthermore, we proactively develop new digital formats that we make available to our clients. These range from ready-to-use polySTAGE templates that create a strong “wow” effect with minimal effort, to themed event concepts capable of transforming the entrance hall into a stylish bar or a vibrant dance space within seconds. We also offer social media walls, chat functions, and bespoke backdrops for photo booths and selfie areas. We see ourselves not only as pioneers in immersive events, but also as providers of practical solutions from which our clients can choose. Naturally, we also deliver the corresponding lighting and sound concepts.

Scientific content that engages multiple senses – whether through immersive exhibition concepts, digital poster exhibitions, or presentations that, thanks to state-of-the-art LED technology and staging, resemble cinematic experiences more than conventional PowerPoint presentations – can be communicated in a far more memorable and accessible way. Through this immersive approach, participants also develop a deeper understanding of the content. We see ourselves as more than just a conference centre, offering our clients the ideal conditions to stage their congresses as fully immersive experiences.
 

“Academic presentations alone are no longer sufficient reason to undertake long journeys.”

ECR 2026 incorporated advanced audiovisual solutions, including large-scale LED installations, digital scenography, and innovative stage concepts such as the polySTAGE, creating a highly dynamic visual environment for scientific exchange. How was technology used to transform Austria Center Vienna into a continuous, narrative-driven environment? At the same time, is there a risk that strong visual impact could overshadow scientific clarity, and how do you strike the right balance between engagement and content integrity?

ECR 2026 got off to a flying start. The spectacular opening ceremony, LIGHT, delivered an unforgettable experience, featuring live performances by internationally renowned artists and bringing the conference theme to life both visually and theatrically, while the plenary lectures showcased cutting-edge scientific research on the main stage. Here too, presentations in the plenary sessions now bear far greater resemblance to high-end cinema productions and have little in common with traditional PowerPoint presentations. In this context, staging is also a key element in creating immersive experiences.

Likewise, integrated gamification elements – such as the “owl hunt” at ECR, which encouraged participants to explore all areas of the congress and helped ensure a natural flow throughout the venue – together with numerous engaging photo opportunities, created additional layers of interaction. This type of staging encourages participants to capture and share their experiences online.

In turn, this significantly amplifies the event’s visibility and overall brand impact. Organisations that fully embrace these technologies and environments, and invest accordingly in their preparation, are able to create strong differentiating factors and deepen participant engagement. Attendees are moved by the overall staging, benefit from enhanced learning within an immersive environment, and, thanks to the emotional connection between the experience and the scientific content, are better able to retain and recall what they have learned at the conference.

The congress theme, “Rays of Knowledge”, was conceived as a unifying concept across the entire event, expressed through visual, spatial, and programme elements throughout the venue. How do you translate an abstract concept of this nature into tangible, physical experiences within the congress environment? And in practice, who leads this process of translation – the scientific organisers, the venue, or a close collaboration between both?

This immersive conference is made possible through the excellent collaboration of multiple partners. As the venue, we provide an ideal setting and are also able to demonstrate, through showcases, the full range of technical possibilities. This enables clients to develop a clear vision for themselves, after which we are pleased to support them in bringing it to fruition with our expertise. In the case of the ECR, we have a particularly close partnership, having worked together on every congress since 1991. We are delighted to count one of the most innovative conferences among our clients.

It is truly remarkable how innovative the ECR team is and how professionally they operate. The standard ECR sets each year in terms of storytelling and on-site execution is exceptionally high. I believe that the combination of our own ideas and modernisation initiatives with those of ECR results in a highly positive and mutually beneficial collaboration. We remain in constant contact throughout. One team seamlessly hands over to another during the conference, and we learn a great deal from and with one another.
 

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ECR 2026 was designed not only as a scientific congress, but as an integrated experience combining learning, networking, and sensory engagement. What kind of feedback have you received from international participants regarding this more immersive approach? Have you observed any changes in participant behaviour?

The ECR continues to attract increasing numbers of participants each year, most recently reaching 22,418 attendees. I am personally convinced that this is partly because the overall experience genuinely resonates with people; in such an immersive environment, they learn more effectively and, thanks to the emotional connection they form with the experience, are better able to retain what they have learned. The sheer volume of photographs and videos now being posted and shared around the world is, in itself, the most powerful form of publicity one could hope for.

“We see ourselves as more than just a conference centre, offering our clients the ideal conditions to stage their congresses as fully immersive experiences.”
 

ECR has reinforced Vienna’s position as one of the world’s leading destinations for large-scale medical and scientific congresses, supported by strong infrastructure, excellent accessibility, and close institutional collaboration, with the Austria Center Vienna playing a central role in this ecosystem. What, in your view, makes Vienna particularly attractive for international medical events of this scale? And what impact does ECR have on the local economy, as well as on Vienna’s global reputation as a congress destination?

It has never been more complex to organise outstanding international events. In Vienna, the strengths of the destination combine with the expertise of its venues to elevate events to a new level – through a combination of excellent accessibility, organisational reliability, and memorable experiences that resonate long after the event has ended. This is further enhanced by the wide range of unique venues available for on-site events.

Major conferences such as the ECR have a significant impact on the city’s economy. In 2025 alone, conferences in Vienna generated a record economic output of €1.7 billion, and conference attendees, who spend an average of €560 per night, spend around a third more than the average visitor to Vienna, whose expenditure is approximately €380. Innovative conferences such as the ECR – which, incidentally, was awarded the BEA World Festival Award in 2025 for its exceptional performance – serve as an important benchmark and therefore contribute significantly to the city’s reputation as a leading congress destination.
 

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Events of this scale present important challenges in terms of environmental and operational sustainability, which has led to the increasing integration of more responsible practices. What measures were implemented to reduce the environmental impact of ECR 2026? And how did you balance technological innovation and an immersive experience with your sustainability goals?

As Austria’s first Green Conference Centre, we at Austria Center Vienna place particular emphasis on sustainability. From large-scale conferences with 22,800 attendees to gala events, we certify our clients’ events free of charge as Green Meetings or Green Events in accordance with the Austrian Ecolabel. This reflects our understanding that even highly immersive formats can be designed in a sustainable way. Immersive technologies – such as our polySTAGE and LED walls – make it possible to replace material-intensive stage sets, decorations, and printed materials. The digital content is reusable and can be easily adapted for other events, thereby reducing material consumption, waste, and transport requirements. In addition, modern LED and projection systems are significantly more energy-efficient than earlier lighting and stage technologies. In this sense, an immersive experience can be very effectively aligned with sustainability objectives.

Sustainability is also a key priority for the ECR itself. For example, the catering service uses reusable cups and, where necessary, resource-efficient packaging. Reusability is equally central to stand and exhibition construction, with many elements being retained and reused in subsequent editions to support both cost efficiency and resource conservation. Furthermore, the ECR works in partnership with public transport providers and offers participants discount codes for travel by train and other sustainable modes of transport.
 

What developments do you anticipate for future editions of ECR in terms of participant experience and event design?

That’s still a closely guarded secret, and I’m already looking forward to seeing how the ECR will once again surpass itself next year.
 

ECR 2026 Transforms Vienna into an Immersive World of Radiology
 

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