Irina Paraschivoiu is a design researcher, strategist and urban development professional. She is currently a research fellow at the Center for Human-Computer Interaction in Salzburg and a senior strategist at Polycular, a company specializing in extended reality and game design. Irina's research stands at the crossroads of immersive technology and urban interaction design. She is currently researching digital placemaking through urban augmentation and enhancing affective connection to place in present and future cities. At Polycular, she designs human- and customer-centric strategies for the development of immersive technology environments. Previously, she co-founded the non-profit Urban Insights Center, supporting local and regional authorities in Romania in sustainable urban planning. She has a BSc. from University of Bucharest, an MSc in Regional and Urban Planning Studies from the London School of Economics and is currently pursuing a PhD in urban interaction design at the University of Salzburg.