FORCE

Technology

NEW REALITIES IN
THE REAL WORLD.

How augmented and virtual reality are shaping
live experiences at trade fairs today

Technological development in the augmented and virtual reality sector is moving apace. Google and Sony are the major companies here, driving the market with the “Google Glass” and VR glasses for the PlayStation. However, these well-known entertainment applications are just one aspect of the areas of use that are already widespread today.

For many companies and brands, the new possibilities open up meaningful, efficient and, of course, exciting applications. In the trade fair and events sector, in particular, these technologies are being used more and more. And for good reason, as we explain here.

A fresh look at large and heavy exhibits

In many industries, large and heavy exhibits that are extremely complex to move are a challenge when it comes to trade fair presentations, both in terms of the logistics and the cost-effectiveness of the booths.

Here, the benefits of AR/VR are clear to see: presenting such exhibits is much easier and can be translated into coherent customer experiences with exciting new concepts for the booth.

New perspectives on
complex relationships

Digitalisation is often something that cannot be seen – although it makes amazing things happen. Virtual reality can be used to visualise new processes and possibilities, explain them excitingly and simplify complicated things. This is an enormous benefit for exhibitors from virtually every industry, as digital processes play a role almost

everywhere, and the respective benefits give companies strong arguments to convince their customers. One example of an industry that can exploit these possibilities incredibly well is medical technology. But exhibitors from the field of “Industry 4.0” will also benefit significantly from this.

Keep your eyes peeled for new inspiration

IKEA has started to make augmented reality accessible to all customers. For example, a new sofa, pictures on the wall, and plants can be superimposed in photos of customers’ living spaces on a tablet.

This basic principle is also a theme at trade fairs, for example in the furniture, fashion, real estate or automotive sectors. A convincing effect can be produced in seconds and can be highly customised for customers and visitors.

Escape reality in the blink of an eye

The strengths of a trade fair exhibit lie in the physical contact between the company and visitors, the live experience, the direct brand impression. So, is consciously moving away from reality with VR technology really a good idea here? Indeed, it can even be the best idea – for example, if the technology helps to make a brand’s core service accessible.

A practical example of this is the Lufthansa trade fair booth: visitors can use virtual reality to look far into the distance and thus discover travel destinations in a 360-degree view. In addition, visitors have the opportunity to enjoy being on board in the various travel classes with virtual reality glasses while they get comfortable in genuine seats. It is quite a surprise when the virtual flight attendants greet visitors with a smile as they enter.