Creating an AR trade show experience
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Project Overview
Designing a Dream Home with James Hardie
To showcase James Hardie as an innovator in the construction industry, Subvrsive created an AR trade show experience that helped the company debut their latest products at the 2022 NAHB International Builders’ Show. The activation invited attendees to customize one of three model homes with HardieⓇ Panel, HardieⓇ Plank, and HardieⓇ Trim options using the magic of augmented reality.
Idea
An AR Trade
Show Experience
Earlier this year, James Hardie, a global leader in premium building solutions, released the Hardie™ Architectural Collection; an integrated solution of siding and trim options designed to help homeowners achieve a fresh and modern look for the exterior of their homes. Wanting to drive awareness and excitement for the new line of products, the company sought to create a state-of-the-art booth experience for the 2022 NAHB International Builders’ Show, the largest light construction industry trade show in the United States.
Strategy
Planning the Experience
Working closely with the James Hardie team, Subvrsive led an Experience Strategy phase in order to crystalize business objectives and propose the best possible in-booth experience. During this phase, our Creative and UX teams zeroed in on the AR activation idea, designed how users would interact with the digital and physical components of the experience, and assembled a playbook for its development and amplification.
Work
A Dream Home by James Hardie
The result was an interactive booth experience that invited attendees to explore the possibilities of the Hardie™ Architectural Collection by personalizing one of three model homes with HardieⓇ Panel, HardieⓇ Plank, and HardieⓇ Trim options using the magic of AR. Visitors were invited to scan a QR code to ignite the experience on their own mobile devices and step up to a design podium in the booth to begin creating the home of their dreams using augmented reality technology.
"Our team excels when we are involved in a project end to end. By involving our strategists from the start, we were able to guide this project from ideation through onsite execution smoothly. The close collaboration between our teams resulted in the best possible experience."
Opportunity
A New Level of Augmented Reality
Showcasing the endless design possibilities available within the Hardie™ Architectural Collection, the AR trade show experience allowed users to tailor their AR home to their own unique tastes in over 20,000 possible ways. Once finished, users could share a screen capture of their selections and optionally fill out a quick form in order to be contacted by the James Hardie team.
For brands wanting to bring a new level of interaction to their trade show experiences, immersive technologies like augmented reality offer an array of options.
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