Immersive spaces: even the best technology is useless without a concept

Technology is of little use if it has no purpose. With immersive spaces, companies can avoid costly mistakes by developing a good concept. The first step is to ask some important questions: What kind of immersive space is actually needed? How can genuine, meaningful interaction be created? And what do I actually want to show to whom? A guide to successfully designing immersive spaces.

We all love technology and enjoy new and fascinating things. However, sometimes the desire to purchase something obscures our actual needs. In our personal lives, impulse purchases driven by a love of technology are usually forgivable: you don’t need a milk frother with Wi-Fi? Your laptop has enough processing power for cinema productions, but in the office you only use it to open spreadsheets and websites? That’s not really a problem.

However, if a company wants to set up an immersive corporate showroom to inspire people with its brand or products and services, a comprehensive concept is essential. As a company, I need to know what content I want to convey to which target group using which creative concepts and interactive technology – and what the economic added value of the immersive space should be.

Target groups and objectives

As with any product, the central question when designing an immersive space is: Who are the target groups? Should customers be addressed, is the space a place for collaboration with partner companies, or should it rather increase the loyalty and satisfaction of the company’s own workforce?

Once the target group has been clarified, the specific objectives of the space should be defined. Is it more about branding, should the location initiate good conversations for sales, or is it more about strengthening customer loyalty to the company and its products?

Only once these questions have been clarified should the type of use be put on the agenda. This is because immersive spaces can be designed for free exploration, guided group tours or virtual hosts.

Content for immersive spaces

Companies often have more products, patents or visions than can be conveyed to guests during a visit. The next step in designing immersive spaces is therefore to define the content: what do I want to show? The content must be appropriate for the target group. It should not only be exciting for sales, but also correspond to the corporate identity, because ultimately, this is where the immersive business card of the company is designed. To be convincing, the content must also be interactive and, in the best case, create a lasting wow effect.

Creative concept

Once the target group, objectives and content have been defined, a creative concept must be developed. Technology should not be an end in itself, as inappropriate or meaningless effects quickly lose their impact. Companies need a clear dramaturgy and Storyline for the space. You need to describe where and how visual and auditory elements should support the story. Very important: emotions are what make us human. The immersive corporate showroom must therefore also appeal to visitors on an emotional level.

Three types of immersive spaces

Immersive corporate showrooms offer almost endless possibilities. However, they can be broadly divided into three basic types.

1. Panorama Room: This format involves projecting onto a curved or wraparound wall. Visitors stand or move around within a large image space that almost completely fills their field of vision. Panoramic projections are particularly common in museums and exhibitions because they can convey content in an atmospheric and narrative way.
2. CAVE / Box: Here, the projection takes place on several surfaces simultaneously – usually on three to four walls, sometimes additionally on the floor and ceiling. This creates an almost completely enclosed, walk-in image space that enables a particularly strong immersion. CAVE installations are particularly suitable for simulations, product visualisations or complex spatial representations.
3. Dome: In this variant, content is projected onto a hemispherical or complete dome, similar to a planetarium. The projection surrounds the audience from above and creates a strong sense of space and depth. Dome rooms are ideal for narrative productions, scientific visualisations or impressive brand experiences.

Without interaction, there can be no true immersion

3D cinemas and professional fireworks displays are great. However, the experience is rather passive: you watch, listen and marvel. A successful immersive space involves visitors and encourages them to participate. When designing such a space, it is therefore important to identify which interactive elements can be used – intuitively and easily. This is the only way to reinforce the message and create an experience with added value. In an interactive immersive space, visitors are immersed in a virtual reality. They walk, run and gesticulate in the projected environments – their actions change what is happening in real time.

Interaction can take many different forms:

• Motion-based interaction: Sensors such as LIDAR detect position and gestures. Anyone approaching a position triggers animations or opens content.
• Object interaction: A physical exhibit is touched or moved – digital layers react to this and display additional information or simulations.
• Personalised content: Visitor groups receive different storylines depending on their industry, role or interests.
• Multi-user interaction: Several people jointly influence a scenario – for example, a team game or an energy flow model.
• Live moderation: Presenters dynamically control scenes using tablets or gestures and respond spontaneously to questions from the group.

Technologically, there are virtually no limits to what is possible. The important thing to remember here is that technology alone does not create immersion. It is crucial that interaction is meaningfully embedded: intuitive, narratively grounded and dramaturgically guided. Immersive spaces are most impressive when interactivity is perceived not as a “feature” but as an essential part of the story. Visitors should not think: “Ah, there’s a sensor.” Instead: “Wow, I just triggered something!”

Why an interactive immersive space is worthwhile for businesses

Interactive and immersive spaces generate more than just amazement. They extend the attention span because visitors are actively involved instead of just consuming content. Personal experience significantly increases memorability and understanding – complex relationships remain in the memory for longer. At the same time, a stronger emotional connection to the brand or product is created. There is also a strategic advantage: interactions can be measured – for example, in terms of dwell time, interaction points or decision-making processes. This makes immersive spaces real tools for marketing and sales – not just impressive show effects.

How to succeed in design with Garamantis’ expertise

Immersive spaces offer endless possibilities. However, it is easy to get lost along the way – especially at the beginning. To avoid unnecessary detours, you need a partner who asks the right questions and provides the right solutions. Garamantis designs interactive experiences that blend creativity and technology. In tailor-made immersive spaces, Garamantis perfectly showcases companies’ brands, products and services. As a full-service provider, we accompany you with our expertise right from the start on your way to a corporate space with real added value.