Azteca Cerámica transforms its catalogue into an XR showroom

The challenge: To project a cutting-edge image and optimise our presence at trade fairs

Azteca Cerámica needed to capture the attention of visitors at trade fairs and consolidate its position as an innovative company geared towards the future of the home. To achieve this, it was essential to stand out at trade events by projecting a cutting-edge technical profile that would set it apart from its traditional competitors.

At the same time, the company needed a highly mobile exhibition solution that would reduce the high costs associated with setting up physical trade fair stands. The main challenge was to create a flexible sales experience that was easy to transport and capable of quickly reaching a larger number of potential customers without compromising on visual impact.

Azteca Ceramics

A leading company with 50 years’ experience in the manufacture and sale of ceramic tiles, committed to innovation and sustainability.

Industry

The solution: An interactive showroom using virtual reality

XR Showroom

Innoarea Projects developed a bespoke immersive virtual showroom that recreates, from scratch in 3D, the spaces featured in the Azteca catalogue. The application allows users to explore the spaces and interact in real time, instantly switching between different combinations of floor and wall tiles within the same ceramic collection.

To achieve maximum visual fidelity, the solution was implemented using Oculus Rift S headsets, utilising the room-scale Oculus Insight system. Thanks to its motion-tracking sensors, the tool offers natural freedom of movement that fully immerses the customer in the pages of the catalogue.

-65%

Transport and stand-fitting costs for trade fairs

+40%

Visitor dwell time and interaction

100%

Catalogue collections accessible via a single portable tool

Real-life movement and seamless interaction with the virtual environment, thanks to the headset’s sensors
Instant selection and swapping of floor and wall tile combinations
Optimised 3D rendering using PC architecture designed to highlight the ceramic textures
Lightweight infrastructure that is easy to set up at any event or external sales presentation

Key findings

The launch of the virtual showroom has transformed Azteca Cerámica’s trade fair communication and marketing strategy. The company has successfully conveyed a completely revamped, technology-driven image, attracting a wider range of influencers and potential customers interested in advanced design solutions for the home.

In addition to the significant leap forward in brand visibility, the solution delivered a direct operational benefit through the optimisation of resources. By replacing part of its physical infrastructure with immersive experiences, Azteca has reduced its logistics costs and gained the flexibility needed to bring its full catalogue to any global market.