The capabilities of modern-day virtual reality have made it possible to seamlessly merge physical and digital spaces, allowing brands to create highly immersive and interactive experiences for their audiences. 

All that being said, the MDLab team wanted to create something really awesome that we could call our own. So we built a 1:1 scale VR experience right here at the Cheil Dallas office.

We focused on an interior lounge area colloquially known as “Central Park” as the foundation for this project. We started by using Lidar scanning technology to map out the physical space. Then, we matched those images to a rough 3D model and rebuilt the scene virtually in Unreal Engine.

The end result? An interactive, virtual fantasy forest complete with photoreal foliage, environmental lighting and a flowing stream. We even converted physical furniture into digital pieces so they could be moved and manipulated in both physical and digital spaces simultaneously.

Room scale VR has widened the door in building experiences that are highly enjoyable, impressionable and memorable. While we continue to explore and refine our skillset with this technology, we look forward to applying lessons learned in future endeavors.