Award-winning immersive tech consultancy Laduma brought an unforgettable taste of Morocco to the Spirit of Children Gala in Utah, as over $1m was raised for McDonald’s charity of choice.

Guests at the Ronald McDonald House Charities (RMHC) event in Salt Lake City were taken on an unforgettable journey to North Africa with CaVRn, Laduma’s groundbreaking VR experience.

CaVRn is the world’s first floor-to ceiling 360° experience and enables large groups of people to step through a door and into a new world without needing a headset.

Film crews travelled to Africa to film the immersive 360° encounter, which helped to give a better understanding of the work Ronald McDonald House Charities does for families across the world.

Laduma shows companies where immersive media can fit into their strategies, how they can benefit and if required, offer support through content creation, development, implementation and customer engagement.

An image from the 360° bespoke piece

The mission of RMHC is to surround families with the support they need at the worst of times – when their children are spending time in hospital because they are seriously ill or injured.

The first Ronald McDonald House in Utah was opened in 1988 and for 30 years has provided comfort, care and resources to pediatric patient families when they need it most.

Today the local charity operates a 72-room house, two Ronald McDonald family rooms, and two hospitality carts – all dedicated to helping families be stronger together.

Laduma also donated an auction prize of two VIP tickets to a Liverpool F.C. soccer game at Anfield in the UK, including all flights and accommodation, in support of the Moroccan-themed event.

Wayne Scholes, Executive Chairman of Laduma, said: “The Ronald McDonald House Charities Sprit of Children Gala was a wonderful opportunity to help families in the Intermountain Area who are going through an incredibly difficult time.

“Our Moroccan CaVRn experience went down a storm with guests, who were given an exclusive insight into the incredible work done by RMHC. Our staff created a 360° experience that will live long in the memory of those who saw it.

“Here at Laduma, our mission is to help companies understand how AR, VR, MR and other immersive media and technologies can help them to meet their goals. CaVRn offers a floor-to-ceiling VR experience to groups of people in a way that has never been seen before.

“I am delighted we were part of an evening that raised so much money for RMHC.”

Over 1,000 guests attended the event at the Grand America Hotel, with overall aim being to raise enough money for 26,000 room nights for families in need.

Carrie Romano, Chief Executive of Ronald McDonald House Charities (Intermountain Area) said: “I was overwhelmed to see many people support our cause at the Spirit of Children Gala and give families of sick or injured children help when they need it the most.

“Laduma’s Moroccan-themed 360° experience really helped to show how Ronald McDonald House Charities is doing vital work for families across the world.

“It was a spectacular night and Laduma really helped to make it something special.”

CaVRn is a custom designed, 22ft circumference dome that uses groundbreaking short-throw projector technology and spatial audio to create a unique ‘floor to ceiling’ experience without the need for headsets.

It was first seen in public at the HIMSS medical conference in Las Vegas, where it received rave reviews for creating a truly social VR experience.