Virtual 3D Showroom

Info- and Edutainment

Virtual | Interactive Showroom

Title

Virtual 3D Showroom

Client
EADS
Location
Berlin | Paris | London | Denver | Munich
Completion Date
September 2010
Projects

The most successful trade show exhibit in the history of EADS

Mission

In 2009, the agency NMY created a 3D multi touch presentation system for the client Cassidian. It became the most successful trade show exhibit so far in the ten years of the company’s history and is still today. In order to take the system to trade shows worldwide we developed content and interactions to more detailed level. We enhanced the 3D multi touch presentation system with products, systems, data, statistics, and political and marketing messages. The next goal is to present the 3D world of Cassidian on big as well as small multi touch devices in a marketing and retail environment at trade shows, in showrooms and for 1:1 presentations. Cassidian also requested a mobile version of the multi-touch table TOUCHLAB® that can be shipped to smaller trade shows.

Realization

The aim was to come up with a concept, design and realization for a sustainable software solution that makes it possible to present the innovative world of EADS in 3D real time through multi touch.
In order to create an even more impressive experience, our programmers developed an open port within the software to digitally connect the multi touch table application with a LED light installation, a sound system and a projector screen. One of the biggest challenges was to transfer the complex data and information provided by Cassidian into a consistent software concept. In the early stages of planning specialized information architecture and storyboards enabled the client to understand how the application would be structured. This allowed him to take part in the production process and to request changes even before any software was programmed.
The technical realization is based on a game engine that our programmers had enhanced with an improved and fast reacting multi touch control system. Since visitors of trade shows have different amount of time available, it was crucial to allow the possibility for free interaction without any linear structural requirements. Through 2D and 3D navigations the multi touch operator can simulate and thereby explain products, processes, and he can visualize data and present interactive charts. 
A total of 30 people were involved in the production process working in the fields of consultancy, conceptualization, software programming, 3D design and sound. More than 400 3D models were created, a multitude of 3D terrains designed, and about 600 sound samples and complex real time motion graphics were produced. 
We are currently working on a further enhancement of the application. The estimated development time is 8 months

Result

The expectations were high following the success of the first application. The new system nevertheless caused much excitement on all levels reaching from the Cassidian board to the marketing staff and the clients. With the new system in place Cassidian has charted an increase of clients’ residence time in sales talks. The modern and state of the art information and education application also helps Cassidian to present itself as an innovative company and to reinforce its messages. Due to the system’s success further measurements for the year 2011 are being planned in order to integrate the application in the overall marketing and distribution structure.

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