3D-animated Commercial, Renderings and Exhibition Booth
Vogel & Noot develops highly complex, sustainable total solutions for indoor climate comfort. The core communication problem: The target audience often only perceived individual products, failing to grasp that these are seamlessly combinable total systems with a massive range of options. They lacked a visual solution that could make these invisible connections tangible and understandable at a glance.
We bypassed physical limitations and designed a complete digital 3D house where a large part of their product range is installed as a functioning ecosystem. Using this setup, we created two high-resolution key visuals for large-scale print (a cutaway house and a transparent version).
Building on this, we produced a dynamic 30-second 3D commercial featuring a virtual camera flight through the building to highlight the different solutions in action.
At the 5-day Energiesparmesse Wels, Vogel & Noot hit physical limits. Like almost all their competitors, they built physical product displays on-site—a logistical nightmare that often resulted in actual “construction sites” (like laying underfloor heating at the booth).
Because these presentations barely stood out from the crowd, Cluster Marketing Lead Birgit Kurz tasked us with finding a solution that would break the mold and finally make their total concept a spatial experience.
We replaced physical hardware with the “Immersive Room”, conceptualized by Morris. Instead of setting up radiators, we transformed the booth into a walk-in cinematic experience using high-resolution wide-angle projectors (ceiling and floor) and punchy surround sound with subwoofers. Visitors could step directly into the 3D-animated rooms without needing VR headsets—sharing the experience as a group—and witness the systems (from concrete core activation to ceiling cooling) in action.
The result: A massive eye-catcher. The trade press confirmed that the overall concept was finally comprehensible at a glance, and the booth became the talk of the other exhibition halls.
Real-Time Capable, Modular Content Pipeline: The project was engineered so that major content changes could be implemented in minutes. This allowed us to smoothly and rapidly push a massive, last-minute CI overhaul into the live systems right before the fair.
Custom Tilt-Shift Rendering: Because viewers are physically standing in the room, the projected walls had to appear parallel and true to scale. We developed a highly complex tilt-shift setup for every rendering pass of the walls, ceiling, and floor to guarantee an absolutely perfect, distortion-free perspective from the central viewing angle on-site.
The final 20% is where the magic happens. It’s what we strive for, and exactly what our clients value most. In the 3D industry, these final touches don’t necessarily follow the rule of taking up 80% of the time—rather, they require deep specialized knowledge. This includes mastery of physical values, biological structures, precise lighting, color science, and intentional visual storytelling.
