Presenting highly interactive virtual product portfolios.
The ZEISS Virtual Showroom emerged out of the international pandemic that began in 2020 – a year that marked a sea-change in experiential design.
Imagine, the most exciting aspects of a physical event optimized for a virtual space.
A powerful interactive digital environment in which to present workflows, establish new leads, and connect with audiences who were previously out of reach.
Detailed models with free movement in the space
Users can interact with highly detailed posable device models which simulate the product’s textures. The device can be rotated and viewed from different vantage points.
We used posable devices to implement physics and dynamic commands that facilitate flexible, realistic movements and enable intuitive hands-on interactions between the user, the device, and the surrounding environment.
Interactive operation and use scenarios
With these above features, we created realistic operation and use scenarios for the visitors to interact with, in order to explore and test the device's bespoke functions.
For example, here you can experience the ZEISS KINEVO 900's unique 'Point Lock’ and ‘Position Memory’ features.↓
Integrated iFrames and apps
Users can access detailed product information andresearch from external websites – including their own content – via a popup whilst immersed inside the showroom. This means that the user is not redirected to another browser tab and ultimately improves the conversion rate.
Throughout the showroom, there are over 70 active points which play integrated videos streamed directly from Vimeo. They contain demonstrations related to each procedure and relevant information which is featured on the left side of the screen.
Users can schedule virtual meetings, view expert demonstrations, and access support representatives through the integrated Drift live chat.
This guides the user step-by-step through the showroom’s functionalities to ensure all of the features are explained.
To prepare over 20 different models for real-time use in the web browser, we reduced the processing power, making them lightweight in size, yet detailed. We textured them for realistic lighting scenarios by baking them, which ensures that the complexity of the materials and lighting are well consolidated in an image texture, to provide an exceptional level of performance and realism. We re-modelled them to achieve a low polygon count (from a few million to a few thousand) and transformed them from 300 MB to less than 1 MB.
↑Device models optimization example. Before: 2.298.030 polygons and 300mb | After: 6.850 polygons and 908kb.
Technology for 3D interaction
To enable 3D interaction with the workflow, we used the three.js framework. This employs WebGL (a web version of OpenGL that is a 2D and 3D applications programming interface) to view scenes built with GLTF models and custom development for creating real-time interactions. It allows the user to view, rotate, and zoom in on the objects, as well as view custom animations of the devices and products. The 3D scene also interacts with the web app (or browser) by displaying what the user is currently looking at, as well as the capabilities of the machines.The animations and camera movements can be invoked both by interacting with the 3D models by mouse gestures and click, as well as by selecting certain options in the sidebar.
Meetings and chat functions
Tools such as Calendly and Drift were implemented in different renditions of the platform along with a sequential profiling method. This enables users to effectively communicate with sales representatives and to request individual offers.
German Brand Award 2022Brand Experience of the YearBrand Digitalization
Read more about ZEISS Workflows here.Explore the ZEISS Showroom here.
PROJECT: ZEISS Virtual SHOWROOMCLIENT: ZEISS MEDITEC AGCREATIVE DIRECTION: LOIS KAINHUBERART DIRECTION: JULIA parchimowiczGRAPHIC DESIGN: JULIA parchimowicz, SZYMON SAWICKIICON DESIGN: WORKSHOP 91ICON ANIMATION: SZYMON SAWICKI3D DESIGN KEY VISUALS: NINO MATTHEY, HANNES DENK,JAN WEBER, DAVID BERNAU, JONATHAN MARGIESMOTION DESIGN: NINO MATTHEY, SZYMON SAWICKI, DAVID BERNAU, HANNES DENKSPATIAL DESIGN: TIM STOLZENBURGSHOWROOM DEVELOPMENT: APILIA, MARCUS LERNERproject management: Miko lewandowski