At the IAA 2017, the smart BRABUS tailor made was designed to be experienced as a tactile brand experience while simultaneously enabling a scalable web solution. The goal was to excite visitors, showcase product variants in real-time, and create a foundation for international rollout and mobile performance.

The application needed to combine photorealistic rendering with low latency so that both trade fair visitors and remote users could enjoy a seamless experience.

We delivered optimized 3D models and meshes, custom-developed shaders and lighting settings, a React/Redux frontend, camera color picker, idle mode, and a continuous delivery pipeline for textures and assets. The solution was optimized for dedicated showroom hardware and prepared for later web rollout.

Thanks to low-poly mesh, specialized shaders, and close collaboration between creative engineering and frontend, the application ran on high-end hardware without noticeable latency. Thousands of visitors configured their smart at the IAA 2017; feedback highlighted the high visual quality, intuitive operation, and joy of use.