TAU’s Immersive Box: a disruptive way to improve the customer experience

In addition to its commitment to the creation of high-value collections and its ongoing pursuit of innovation and excellence, TAU Cerámica is adding a unique experience to its showroom: Immersive Box.

The immersive room in TAU’s showroom is a pioneer in the world with advanced technology that transforms spaces, textures, lights and videos in real time and whose focus is on improving the customer’s interaction experience with the company’s products.

How Immersive Box by TAU works

Unlike conventional augmented reality or virtual reality experiences, this showroom allows customers to immerse themselves in a full-scale 3D environment. Through a 360-degree experience, customers can interact with materials and see how they are integrated into three-dimensional surroundings.

The experience begins even before entering the immersive room. Using a mobile app that uses NFC (near field communication) technology to enable data exchange between devices, customers can select and save the samples they are most interested in as they walk through the showroom.

They then enter the room and at the centre is an interactive multi-touch table with an intuitive interface, available in several languages, which allows customers to browse the firm’s catalogue, visualise the designs of the spaces and control the scenes in real time.

With this system, just by placing the mobile phone in the centre of the table, customers can download previously selected samples and choose the ambience in which they wish to apply them, even adjusting the daylight to see how the firm’s materials adapt to different conditions.

But… how is the 360 experience achieved? The 360 digitalisation of the space has been achieved thanks to the installation of large, high-resolution LED screens on the side walls, front walls and floor with integrated management thanks to the Novastar H9 control system, which ensures maximum image quality and an immersive visual experience.

And that’s not all. The room is equipped with Shure ceiling microphones and a high-quality video conferencing system for in-room video conferencing or live video from the 3D scene on the screens. In this way, clients can also imagine what the final result will be like from anywhere in the world with clear and effective communication.

A project devised by the TAU team

TAU Cerámica was faced with a challenge. It had to find an innovative way to display its extensive catalogue in a way that facilitated the design process and product selection for the customer in a virtually realistic environment.

After an arduous research work, the firm found the european suppliers that would be able to carry out each phase of the project, such as the initial work, the adaptation of the room, the design of the new interface, the customised manufacture of the LED screens.

At INSCA, we worked closely with TAU and the rest of the companies participating in this project to understand their needs and adapt the immersive room according to the requested characteristics.

On the one hand, we included a H170 mm platform and, on the other hand, we manufactured a lockable sliding access door with a ceramic finish on the outside face, which integrate perfectly into the exhibition environment.

Digitalisation in the customer experience

The result was the Immersive Box, an immersive room, unique in the world, designed exclusively for the firm, in collaboration with several specialised suppliers. From the selection of materials to the implementation of cutting-edge technology, every detail has been carefully planned to offer an unparalleled experience that reinforces the emotional connection with customers.

TAU Cerámica has achieved what it was looking for and has changed the customer experience with the 360° digitalisation of the immersive room. Now, customers interact with the firm’s catalogue in an innovative way and make design decisions more easily thanks to the personalised shopping experience.

In short, digitalisation in building materials showrooms is transforming the way customers interact with products. We have just seen what the tile company has achieved.

But that’s not all. Bear in mind that the digitisation of a materials exhibition can also start with incorporating digital systems in the displays with which, through the physical sample, you can visualise the technical characteristics of the product, as well as real environments for its application.

If you want to discover new examples of digitalisation, you have to come to the INSCA stand at Cersaie 2024. You will find us in Hall 28 Stand B12-C11. We are waiting for you!