Project Overview:
Virtual Roman Retail (VRR) is a virtual archaeology project established in 2019 at the University of Arkansas, and is now an independent research project under the direction of Dr. Rhodora Vennarucci and William Loder. Our core mission is the development of immersive virtual reconstructions of past retail landscapes to further research on ancient marketing strategies and consumer behavior. VRR’s 3D models also provide virtual learning environments for pedagogical immersion that facilitate meaningful student engagement with the ancient world. In visualizing famous archaeological sites like Pompeii and Ostia, VRR contributes to cultural heritage preservation and tourism, making the past more widely available.
Professor Rhodora G. Vennarucci’s main research interests lies in the socio-economic history of the Roman world with published and forthcoming works that focus on both ends of the distributive system in Italy: rural production and the development and use of urban commercial landscapes. As field director and co-PI of the Marzuolo Archaeological Project, she collaborates in the investigation of a Roman minor center in rural south-central Tuscany (IT) that has produced evidence of agricultural and crafts production as well as warehousing and commerce. She is the scientific director and PI of the Virtual Roman Retail project, which leverages immersive VR technology to put sensory archaeology into practice and explore how shop environments may have shaped ancient consumer experience and behavior. She has, in addition, contributed to the Virtual Pompeii project, which tests predictive analyses against experiential modeling to study the intersection of spatial configuration, decoration, and social phenomena in the Roman house.
Before arriving at Denison University, Professor Vennarucci taught at the University of Arkansas, where she received the J. Williams Fulbright College of Arts and Science’s Master Teaching Award, and the University of Rochester. She has taught a wide variety of courses on the ancient Mediterranean world, including ancient Greek and Roman art and archaeology, Shopping in Ancient Rome, Virtual Pompeii, Roman Urbanism, Ancient Historians and Historiography, Roots of Culture to 500 CE, and Latin Epigraphy. She is also active in international education and has led short-term study abroad programs in Rome, the Bay of Naples, and Sicily and taught twice at the Intercollegiate Center for Classical Studies in Rome.
Will Loder, the Virtual Roman Retail Project’s Technical Director, is an independent DH Developer and archaeologist. He has an MA in Comparative Literature and Cultural Studies from the University of Arkansas. As a 3D Designer and, more recently, Project Manager at the Tesseract Center for Immersive Environments and Game Design (2013-2023), Loder has extensive experience training students in digital skills and workflows and has contributed to numerous digital humanities projects. He was the Project Manager of the Mornin’ in Your Eyes, a US Civil Rights game, which was awarded Silver in the Higher Education category of the 2021 International Serious Play Awards competition, and the Virtual Pompeii Project. He also managed the design and release of a VR application that is being used as a pedagogy tool in elementary Italian classes at the University of Arkansas. Loder worked as an excavator and field supervisor on the Marzuolo Archaeological Project (2016-2019).
Part of our stated goals is forwarding immersive pedagogy in the classroom, and if you would like us to host a virtual or in person workshop for your class please contact us at the link below.
VRR is also open to collaborating with multiple people across disciplines to further the project's goals. We have been able to set up senior capstone projects, student internships and facilitate faculty research opportunities across Classical Studies and Digital Humanities. Email us and we will get back to you.
Research Outcomes
Fredrick, D., R. G. Vennarucci, W. Loder. 2023. “What Remains of Paquius Proculus? Video Game Bodies in Virtual Pompeii.” In H. Barnard (ed), Archaeology Out-of-The-Box. Los Angles: Cotsen Institute of Archaeology Press (UCLA). Pp. 237-224.
Vennarucci, R. G. “You Touch It, You Buy It: Toward Multisensory Experience in a Pompeian Shop.” If Data Could Walk: At the Intersection of Spatial Data and Phenomenology in Pompeii, virtual, July 23-24, 2021.
“Virtual Roman Retail: recreating ancient Roman streets and shops in VR.” Invited speaker at Arkansas Stories of Trauma and Resilience: Ivy on The Wire release event hosted by Univ. of Arkansas Humanities Center and Tesseract Center, April 7-8, 2021.
“Searching for Ancient Consumer Cultures in The Roman Shop.” Invited by the Medieval/Early Modern Colloquium at the Univ. of Arkansas, March 17, 2021.
Vennarucci, R. G., D. Fredrick, and W. Loder, “Socci and Sociability: Shopping for Status in a Roman Shop.” 121st annual meeting of the AIA, Washington D.C., 2-5 January, 2020.
Loder, W., R. G. Vennarucci, D. Fredrick, “Designing Digital Antiquity: Approaches toward Immersive Applications in Archaeology.” 121st annual meeting of the AIA, Washington D.C., 2-5 January, 2020.
Vennarucci, R. G., D. Fredrick, and W. Loder “Days of Future Retail Past: VR Tracking of Consumer Behavior in an Ancient Roman Shop.” 14th annual meeting of the Consumer Culture Theory (CCT) Conference, Montreal, CA., 18-20 July, 2019.
Current Collaborators
Dr. Robert Conn
Partner Collaborator 2024-Present
Robert Conn is a Latin and Classics faculty member at Thaden School in Bentonville, AR. He assisted VRR by writing the Latin dialogue that was based on the textbook he currently uses. He plans to incorporate the VRR project regularly into his curriculum.
Former Affiliated Collaborators
Dr. Dave Fredrick and the Tesseract Center
Co-Director (2019-2023)
Dave Fredrick is a former Co-Director of VRR and helped in developing the theoretical approach and starting the project. He is a professor of classics at the University of Arkansas, former Director of the Tesseract Center and currently works in close conjunction with the WLDH studio at the U of A.
Eray Can
Research Assistant (2022)
Eray Can is a digital archaeologist with specialist skills in UAV photogrammetry and 3D modeling. He currently works for the Ministry of Culture and Tourism. In Fall 2022, Can assisted in processing 3D models from the data sets collected at Ostia Antica, which will be integrated into the design of a second interactive shop scene for the project’s VR application.
Adam Schoelz
Technical Assistance (2019-2021)
Adam Schoelz is a game developer specializing in systems design and gameplay programming. While holding the position of Lead Software Engineer at the Tesseract Center for Immersive Environments and Game Design, Schoelz assisted VRR in the development of its Pompeii shop application and initial website design.
Kelsey Myers
Research Assistant (2020-2021)
Kelsey Myers, currently a Project Manager at BCS LLC, earned an honors BA in Classical Studies from the University of Arkansas in 2020. She joined the project as a research assistant in 2020-2021 to conduct a survey of religious imagery and iconography in commercial spaces at Pompeii, an extension of her honors thesis research.