Virtual tour of the Cupa Pizarras Processing Centre

The challenge: Teaching a craft to customers from all over the world

At Cupa Pizarras’ processing facilities, the stone arriving from the quarry is cut, hand-carved, sorted and packed. It is here that the product’s unique value becomes apparent: a largely manual process, without chemicals or kilns, which relies on the skill of stonemasons with years of experience. However, this process is difficult to convey through photographs or a catalogue.

It is not always possible to bring international customers, distributors and key opinion leaders to the production hall. In addition to the distance, there are safety considerations at a fully operational industrial site and the need to explain the process in the language of each market. The company needed a way to show the production hall exactly as it is and to take it to trade fairs and business meetings in any country.

Cupa Pizarras

A world leader in the production and sale of natural slate for roofing and façades.

Industry

Menú de selección de idioma de la experiencia VR de Cupa Pizarras: español, francés, inglés, danés y neerlandés

Bloques de pizarra en la cinta de corte del Centro de Transformación de Cupa Pizarras, en vídeo 360º

The solution: A 360° tour of the facility, from the quarry to the lorry

XR Showroom

We have developed a virtual reality application featuring 360° video footage recorded at the Transformation Centre. The tour is divided into ten scenes that follow the actual production process: the arrival of the blocks from the quarry, marking with chalk, cutting with saws, shaping with a hammer, bevelling, selecting the pieces, packing onto pallets with traceability labels, and the lorry’s departure for the central warehouse.

We opted for the raw footage without any additions: no arrows, text or video editing, letting the process speak for itself. A voice-over guides the user through each scene. We first produced a Spanish version to be approved by the management at Cupa Pizarras and, using the same scene structure, incorporated voice-overs in French, English, Danish and Dutch.

-70%

Travel costs for customers and distributors visiting the plant

+40%

Length of time visitors spend at the exhibition stand

Languages for voice-overs in your main markets

Operarios de Cupa Pizarras clasificando y embalando pizarra natural en palés dentro de la nave

ista en realidad virtual de la línea de producción de pizarra de Cupa Pizarras con un operario y pilas de piezas

Real 360° video of the spacecraft, with no editing or superimposed elements
10 scenes that follow the entire transformation process
Narration guided by a professional voice-over artist, scene by scene
Language selector: Spanish, French, English, Danish and Dutch

Key findings

Cupa Pizarras now has a sales tool that takes any customer on a virtual tour of its processing plant in around four minutes. Without having to travel, without disrupting production and without the risks associated with visiting an industrial site, its teams can demonstrate the entire process at trade fairs, in showrooms and at meetings in any country.

The experience highlights what a catalogue cannot convey: the craftsman’s handiwork, the piece-by-piece selection and the traceability of each pallet. By being available in five languages, the brand reinforces its image of leadership and innovation in its main European markets and creates an emotional connection with the product that facilitates the purchasing decision.