FortheDaimlerAGbrandsmart,wedevelopedaninteractive3DshowroomandeventapplicationfortheIAAinFrankfurt,allowinguserstoconfigurethespecialedition“smartBRABUStailormade”onlargetouchdisplays.

Client

smart

Industry

Automotive

Services

Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing

Awards

Deutscher Digital Award

An immersive showroom experience for the smart BRABUS tailor made.

Interactive 3D configuration on large-format touch displays.

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.

Realism and performance defined the solution.

A WebGL configurator that puts the car at the center and makes interaction enjoyable.

Scope of delivery: 3D engineering, design, interaction, and rollout pipeline.

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.

Discover, Prototype, Build, Launch: The process began with retopology and prototypes for interaction, where the camera-based color picker became the magic moment. In the build phase, we combined shaders, LODs, and the React/Redux framework, culminating in the launch on dedicated showroom displays at the IAA.

Technology and team ensured stable performance.

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.

The greatest impact came from the close integration of design and engineering: continuous testing on real devices, prioritized product sprints, and a clear asset workflow enabled a scalable, maintainable solution that connects the trade fair experience with later web rollout.