A large-format artwork serves as the central entry point at IAA – both a visual anchor and a technical image target. As soon as the app recognizes the artwork, an interactive 3D vehicle appears. Users can scale, rotate, and explore it from different perspectives. The vehicle was fully developed by us: a generic, futuristic design without brand reference – a neutral stage for Murata's technologies.

The experience follows a clear dramaturgy: from the visual entry point through filtered application areas to detailed information at component level. Content is organized into four filter groups and accessible via 14 hotspots. Each hotspot leads to a content layer with technical diagrams and further information – allowing seamless switching from overview to detail.

The experience offers two access modes: free exploration in AR mode and guided navigation in 3D mode. In 3D mode, users move along a curated route through the vehicle – the camera automatically changes perspective and guides through the components.

Building on the trade fair setup, we developed a second variant without image tracking – the vehicle can be freely placed in space. Both approaches complement each other: as an attention-grabbing entry point and as a flexible tool for different booth concepts. For Murata USA, we adapted the application for CES 2026 in Las Vegas with customized content and hotspots.

We accompanied the project through to on-site deployment: including iPad setup in kiosk mode via Hexnode, automated idle screen, and secure display stands. A complete package of conception, development, and deployment.