EMAAR DUBAI wanted an exciting way to display their plans for the new Dubai Creek development project
Background
Emaar Properties in Dubai, U.A.E had created a 3D printed model of their new Dubai Creek Harbour development . They wanted it “brought to life” in an exciting way that would both delighter viewers as well as inform them about the marvellous possibilities of being situated there.
Problem
The 3D printed table was great at providing a rough sense of the surroundings and plans but it was not exciting or interactive.
The time visitors spent engaging with and discussing it was low. It did not get a lot of social or other media attention and was not shared or acting as a referral tool to attract more potential clients.
Solution
We used Augmented Reality to bring the 3D printed table to life.
The white, featureless models, when viewed through our bespoke iPad Pro app, could be seen in full CGI with rich colour and textures.
The areas’ transportation and other amenities could be interrogated via an interactive user interface which could be filtered to show desirable information.
The plexiglass sea sprung to life with waves and boats moving across it. We even superimposed text on the water to inform the viewers graphically. Flamingoes from the planned waterfront bird sanctuary flew across the camera while planes, hot air balloons and helicopters crossed the sky.
Impact
The result was more than Emaar had hoped for. Within hours of its first viewing it was shared widely across social and traditional media. People were talking about it and sharing their delightful experiences.
Engagement time went up from a few to several minutes with users returning to repeat the experiment and talk about it.
Another added benefit was it reused a lot of the 3D assets that had been originally created for marketing still images in a whole new way. This extended the assets’ value and ROI.
Beyond The Brief
After the success of the Augmented Reality experience we talked about extending it to Virtual Reality. This would mean potential clients could virtually enter the buildings, facilities and landscapes at a 1x1 scale and experience it from the inside. If you were thinking about buying an apartment there you could walk inside and see the view over its balconies - from anywhere in the world!