XR CASE STUDY
SCHOLLE SIG
Mixed reality experience for packaging machine manufacturer Scholle and SIG to demo their products at the dubai GulFoods Expo '22
[ 2022 ]
[ XR ]
Draw & Code were tasked with making and delivering an informative mixed reality experience for packaging machine manufacturer Scholle and SIG. The experience was to demo to current and prospective customers in an immersive space at the Gulfoods Expo ‘22 at Dubai World Trade Centre. The Gulfoods Expo is one of the world’s largest food and beverage events, and was the ideal location for Scholle and SIG to show off their machines unique value proposition to attract manufacturing for current and future products.
The brief included an immersive experience by SIG existing within the event. SIG is making moves into the future of packaging and wants to show how they’re setting high new expectations for what’s to come, and the mixed reality experience was the best way to demonstrate this to current and upcoming vendors. We were tasked to create an immersive space for attendees to wear a hololens headset and digitally dig into the nuts and bolts behind Scholle and SIG machines.
We used mixed reality Hololens glasses, the onboarding for the headset is made simple and the mixed reality software, by microsoft, is a key standout in the XR world. It can nicely visualize complex ideas but can also be updated to show upcoming designs in the future.
The machines are pretty big, spanning around five meters long and are manufacturing giants. So one question first asked by our team was how were we going to approach showing a machine of this size in an attractive way within the experience? The machines are notoriously heavy and would be near-impossible to have at an event like this, and mixed reality acted as an attractive solution and gave us freedoms to experiment with having it be true-to-scale or smaller to accommodate direct vision and direction.
Our 3D team got to work on creating the 3D assets that were replica models of the machines, the SIG NEO machine was completely restructured from scratch in 3D, with our 2D team creating the interactive UX/UI that would discuss the information about the projects, what they could do, and the history and future of SIG. The experience was put together in unity.
The Gulfoods Expo ‘22 kicked off in the Dubai World Trade Centre, with SIG’s immersive space nestled within the event for guest’s to come and try out. Guests were navigated into an immersive space and onboarded onto the hololens headset experience. They could navigate through an interactive menu and browse through a selection of appliances that SIG offers, the SureFill 42, SureFill 100p and the SIG NEO.
These machines are big, but in the small-but-quaint immersive room, up to six participants could experience the demo at any one time. They could rotate the items to get a better understanding of the products from a 360 degree perspective and a voiceover overlay demonstrated the value proposition of the pack as animations played out with the technicalities of the machines. Guests could view it as their leisure and really take in everything the products have and features.
Mixed reality was the perfect solution to offer an exceptionally detailed view and understanding of the machine, without a physical machine being present. No details are overlooked and the guests could still view and appreciate the machine and its capabilities.
SIG are not afraid to embrace innovative technologies, and utilized what’s new on the XR spectrum to best tell and sell their manufacturing goods. Even at an event as huge and busy as Gulfoods Expo, they were well equipped to position themselves as the chosen package manufacturer for a new era of food and beverage companies.