Multimedia space

A space where the product is shown through action, not through a brochure.

The car you built yourself is the one you want to buy. This is not about technology, it is about ownership: a person who made the choice with their hands already treats the result as theirs. In a showroom it works more sharply than anywhere else, because the decision is made here and now rather than a month later.

What we build in showrooms and brand spaces

• Product configurators: trim, materials and colour, with a result you can see in volume and at scale.
• Showing what cannot be brought in: heavy machinery, large equipment, a whole facility — in volume, as a hologram or in augmented reality.
• Brand spaces: company history, values and technology as an experience rather than a wall of text.
• Corporate museums and meeting rooms with content — where a client is walked towards a deal.
• Augmented reality on observation decks and in public spaces.
• Tools for the floor team: not a presentation, but a script for a conversation.

The difference between putting up a screen and making a showroom

A screen in a salesroom almost always sits idle. Not because it is a bad screen, but because nobody decided at which point in the conversation it comes on and what the salesperson does while the client is busy with it. We design a scene, not a device: where the person stands, what they see first, who starts the interaction, how it ends, and what happens to the salesperson and the client afterwards. Without that scene any equipment becomes furniture.

How the work goes

1. Observation. We watch how people move and talk in the room as it is — before any ideas. Almost nobody does this, and this is where the important things are found.
2. Scenario: at what moment the interactive comes on, what the client does, what the staff member does.
3. Prototype with real people. Tested on visitors, not on the project team — the team knows how it is supposed to work and therefore notices nothing.
4. Production and installation.
5. Staff training. The most underrated stage: a tool the salesperson cannot use goes unused, however good it is.

What drives cost

• One room or a network: a solution meant to be replicated is designed differently, and that is settled at the start.
• Whether it needs to talk to your data — stock, prices, configurations, CRM.
• The volume of 3D content: product models are usually the largest part of the work, and they get reused afterwards in advertising and at trade fairs.
• Who maintains and updates it: a one-off delivery, or a system you add new products to yourself.

That last point often decides all the others. A showroom whose content cannot be updated without the contractor goes out of date with the first change of model range.

Equipment library: 65 types and what each one really does →

How many people saw it

• 200,000+ downloads of the AR Moscow City app
  Panorama 360

Projects where we have done this

• BMW X5 — Car configurator
• Sinara Transport Machines — Holographic cubes · machinery manufacturing
• Panorama 360 — Mobile guide in augmented reality
• PTK Group — Exhibition installation

Frequently asked questions