The challenge: Overcoming the physical limitations of heavy machinery at international events
TRUMPF’s main challenge was the impossibility of exhibiting its entire range of laser cutting machines at events such as Metal Madrid, due to the large size of the equipment and the technical complexity of its processes. Transporting real machinery involves prohibitive logistical costs and requires stands of extraordinary dimensions that are not always available.
In addition to the logistical barrier, the company needed a disruptive marketing tool that would be able to capture the attention of visitors in highly competitive environments. The aim was to showcase not only the exterior appearance of the machine, but also the entire flow of a Smart Factory and the internal details of each manufacturing process in an interactive and realistic way.
TRUMPF
TRUMPF is one of the world’s leading manufacturers of machine tools, lasers and electronics for industrial production, and a pioneer in software solutions for the Smart Factory.
Viola Erlenmaier
Marketing Manager
Thanks to the app that Innoarea developed specifically for us, we have been able to showcase how our products work, all through virtual reality. The showroom is highly interactive and attractive, and we have also reinforced our leading position in technological innovation in our sector.
The solution: Virtual showroom for an immersive sales experience
Using Showroom XR technology, we developed a virtual reality experience that transports users inside a large-scale factory. Using high-fidelity headsets such as Oculus Rift, customers can interact with five different product groups (Bending, Punching, Laser, Welding and 3D Print) and see the machines operating in real time with complete freedom of movement.
The solution allows for dual interaction: on the one hand, a high-quality version for fixed showrooms and trade fairs based on PCs, and on the other, a portable version for smartphones, ideal for sales representatives visiting customers. The system includes interaction points where users can consult detailed technical information and view the production process from angles that would be impossible in the real world.
Savings in logistics for transporting heavy machinery for exhibition purposes
Scalability in the machine catalogue with only 50% extra development
Leading product groups integrated into a single immersive experience
- The room-scale system allows the user to walk around the machines and interact with them naturally.
- Simple navigation that allows you to change machine models or product groups with a single click.
- Available in both a PC version for maximum graphics power and a mobile version for total portability.
- Ability for sales representative and customer to interact within the same virtual environment for a guided technical explanation.
Key findings
The implementation of the XR Showroom has positioned TRUMPF as a benchmark for technological innovation in the industrial sector. By eliminating the need for large-format physical stands, the company has optimised its return on investment at trade fairs such as Metal Madrid, FEIMAFE and Advanced Factories, achieving greater visual impact with a much lighter and more efficient infrastructure.
The benefits extend beyond trade fairs; the sales team now has a powerful sales tool that facilitates understanding of complex Smart Factory processes. The ability to “see” the machine in action and explore its internal components generates immediate customer confidence, accelerating the purchasing decision cycle and reinforcing the brand’s image of technological leadership.
