In the recent years, technologies that enhance or recreate real world environments are increasingly influencing the world of the production industry and business. With Virtual Reality/VR, Augmented Reality/AR and the combination of both Mixed Reality/MR it is possible to simulate almost any process carried out in the physical world – and in business ranging from customer services to marketing, HR and production. The global VR/AR/MR market is growing exponentially and will have enormous impact on many areas of economy. Unfortunately, Europe has started slowly in utilising VR/AR/MR business and learning environments and is lagging behind its competitors, such as the USA, China and South Korea. Particularly within manufacturing SMEs, one of Europe’s economic pillars, all studies document a severe lack of awareness, insufficient investment and inadequate education.VAM*Rs tackles this situation by• raising general awareness about the role VR/AR/MR already plays in manufacturing industry and how this will increase significantly in the future• getting an overview of the current state of the art of VR/AR/MR hardware and software available on the market and their usability for manufacturing SMEs• getting insight to the current situation within Europe’s SMEs with regard to VR/AR/MR, including the current level of application, attitudes towards future developments, possible investment barriers etc.• providing HEIs and SMEs with useful tools and background information so they can self-evaluate their current situation regarding VR/AR/MR • increasing quantity and quality of HEIs training and consulting (to both, HEI students and SMEs) in this field• providing HEIs’ teachers with appropriate standards, knowledge, skills and competences to successfully execute business cooperation and consulting work• creating the largest European VR/AR/MR platform (500+ members) where HEIs, SMEs, VR/AR/MR providers, business representatives, policy makers etc. can meet and exchange