No title available
h
Show & Tell
Peter Solarz
Xuebing Du
titsay
ellievsbear
Cosimo Galluzzi
Sweet Seals For You, Always
Product Placement
oozey mess
sheepfilms
dirt enthusiast
❣ Chile in a Photography ❣
YOU ARE THE REASON
d e v o n
Andulka
Sade Olutola
Misplaced Lens Cap
Not today Justin
seen from United States
seen from United States
seen from United States
seen from Peru
seen from Malaysia
seen from United States
seen from Germany
seen from United States
seen from Germany
seen from United Kingdom
seen from United States
seen from Brazil
seen from United States
seen from France
seen from Colombia
seen from United States
seen from Morocco
seen from T1
seen from United States
seen from United Kingdom
@inkincaps1
Creative Technology in Experiential Marketing Brought to Life with Motion Capture
Immersive activation showcases how motion capture technology can create engaging, responsive environments where visitors become part of the experience. Through real-time interaction and dynamic content, the installation demonstrates the power of experiential marketing to drive participation and lasting brand recall. See how immersive technology can transform your next campaign.
Creative Technology Meets Purpose-Driven Experiential Marketing
Built to educate, engage, and inspire, this immersive experience uses digital storytelling and interactive environments to communicate the value of water in a memorable way. The installation showcases how creative technology in experiential marketing can create stronger audience connections and deliver lasting impact. See how your brand can create experiences that people remember.
Real Estate Storytelling Meets Immersive Customer Experience
Designed for modern homebuyers, this immersive sales gallery blends experiential design, digital storytelling, and interactive technology to create a seamless exploration journey. From first impression to project understanding, every element is crafted to make information more engaging and decision-making more intuitive. Elevate your next sales space with immersive experiences that leave a lasting impact.
Explore Now :- https://iiclab.com/portfolio/designing-immersive-sales-gallery-for-godrej-varanya-kharghar
Godrej Varanya Kharghar Sales Gallery Built for Interactive Customer Experiences
immersive sales gallery demonstrates how experiential design can reshape customer engagement in premium real estate spaces. Through dynamic digital storytelling, interactive interfaces, and engaging visual environments, the experience helps buyers connect with the project in a more impactful way. Discover how to create spaces that convert attention into action see more today.
Explore Now :- https://iiclab.com/portfolio/designing-immersive-sales-gallery-for-godrej-varanya-kharghar
The Rise of Virtual Experiential Marketing in Immersive Digital Centres
Somewhere in the last five years, the sales gallery quietly became the most important room in a brand's physical footprint.
Not the store. Not the office. The experience centre.
This shift didn't happen because brands suddenly became interested in interior design. It happened because the gap between what a product looks like on paper and what it feels like to own or use it has become the primary obstacle to conversion — and virtual experiential marketing inside intelligent physical spaces is closing that gap faster than any other approach.
Why Traditional Sales Environments Are Losing Ground
A traditional sales environment is designed around the seller's comfort, not the buyer's journey.
Products are displayed in ways that make them easy to explain, not easy to understand. The sales conversation is scripted, which means it's predictable, which means it feels transactional. Buyers leave with brochures they don't read and a general impression that quickly fades.
The fundamental problem: passive exposure doesn't build conviction. People make confident decisions about things they've experienced, not things they've been told about.
What Immersive Digital Centres Actually Do Differently
An immersive digital centre redesigns the buyer's journey from the inside out.
Instead of showing, it lets you discover. Godrej Varanya's Innovation Corner gave visitors four interactive pods representing the Sahyadri ecosystem's flora and fauna. Visitors chose which pod to engage with, placed it on the sensor, and watched a specific narrative unfold on the LED wall. Each person's journey through the space was slightly different — and therefore personal.
Instead of explaining, it demonstrates. Godrej's Rotoscopic Wall made construction quality visible in a way that no verbal explanation could replicate. A mechanically synchronised wall, its content moving in perfect alignment with its physical motion, communicating engineering precision through its own engineering precision. The medium was the message.
Instead of presenting, it converses. Jio's JioBrain kiosks at IMC 2024 responded to visitor input in real time. Place a placard down. Watch the screen respond specifically to your choice. The interaction wasn't scripted — it was reactive. That's a fundamentally different emotional quality.
The Data Argument
There's a business case here that goes beyond the experiential.
When IIC Lab built the gamified microsite for Maruti Suzuki at Bharat Mobility 2025, the system generated per-zone engagement data for the entire event. Maruti's marketing team knew, in real time, which E-Vitara features were driving the most dwell time, which zones were underperforming, and what the overall visitor flow looked like across 13 separate zones.
This kind of data doesn't exist in a traditional sales environment. The salesperson's subjective impressions replace structured analytics.
In a world where marketing budgets are under pressure and every campaign is expected to justify itself, an experience centre that generates actionable insight is a different category of investment than one that simply looks impressive.
Where This Is Heading
The immersive digital centres being built today are early versions of something more sophisticated. The integration of AI-generated content personalisation — where the narrative a visitor receives adapts in real time based on their behaviour in the space — is already technically feasible and beginning to appear in the most forward-thinking activations.
Virtual experiential marketing, in this context, isn't a category of marketing. It's a posture toward communication: one that treats the audience as an active participant rather than a passive recipient.
The brands building towards this posture now are not just improving their sales environments. They're developing a competitive advantage that will be very difficult to replicate in two or three years.
See how experiential marketing trends are shaping brand engagement in 2026 for a broader view of where this market is heading.
IIC Lab has designed immersive digital experience centres for Godrej, Deloitte, Protean, Rustomjee, and many of India's most recognised brands. If your physical sales environment isn't working hard enough, we'd like to change that.
3D Anamorphic Screen Technology Elevated the Pampers Premium Launch
Anamorphic content and breakthrough 3D anamorphic innovations, this Pampers activation demonstrates the power of immersive visual storytelling. Created by a leading anamorphic advertising agency, the experience engaged audiences with stunning depth and realism. Transform your next launch into an unforgettable experience—explore now.
Explore Now :- https://iiclab.com/portfolio/pampers-premium-launch-event-3d-anamorphic-display
Scaling 3D Anamorphic Content Across Multi-Location Retail Networks
The Scaling Problem Nobody Talks About When Brands Adopt 3D Anamorphic Innovations
Getting one anamorphic installation right is genuinely hard. Getting it right across fifty retail locations, across different store sizes, different screen configurations, and different regional audiences — that's a problem of an entirely different order. And it's the problem that most brands discover too late, after they've invested in a flagship installation and assumed the model would simply replicate.
The 3D anamorphic innovations that make a single premium installation so compelling — the precise geometric distortion, the spatial calibration, the site-specific content design — are also the factors that make scaling across multiple locations technically and operationally demanding. Understanding this before you commit to the technology is the difference between building a sustainable brand experience programme and building one spectacular flagship that becomes an expensive lesson.
Why Anamorphic Content Doesn't Scale Like Standard Digital Signage
Standard digital signage content is location-agnostic. Create a video once, upload it to your content management system, deploy it everywhere. It looks the same in Bandra as it does in Connaught Place.
Anamorphic content doesn't work this way. The illusion depends on the precise relationship between:
The geometry of the specific screen — its curve radius, aspect ratio, and physical dimensions
The viewing distance from the screen to the optimal audience position
The height and angle of the display relative to typical visitor eye level
The ambient lighting conditions in the specific store environment
Change any of these parameters and the anamorphic distortion calibration needs to be recalculated and the content rebuilt or remapped accordingly. What works perfectly in a 200-square-metre flagship with a 10-metre LED wall will look incorrect in a 60-square-metre store with a 3-metre display.
The Three-Tier Architecture for Scalable Anamorphic Deployments
Brands that successfully scale anamorphic content across retail networks do so by building a tiered architecture that acknowledges location-level variability rather than trying to eliminate it.
Tier One: Flagship Experience
The full-scale immersive installation — the kind IIC Lab built for Pampers — exists at the brand's most important physical touchpoints. These installations are bespoke, technically complex, and content-rich. They set the brand standard and generate the media and social coverage that establishes the brand's experiential identity.
Tier One installations are not expected to replicate precisely. They establish a creative and emotional benchmark.
Tier Two: Standard Retail Format
Mid-tier retail locations receive a standardised anamorphic display package — defined screen specification, defined viewing distance, defined installation height — that allows a single content template to be accurately remapped for every location in the tier.
This is the layer where operational scalability is built. The content pipeline is designed once. The installation guide is standardised. Quality control happens through documentation rather than bespoke on-site calibration at every location.
Tier Three: Lightweight Activation
Smaller locations, pop-up environments, and temporary retail contexts receive content designed specifically for smaller-format displays — still maintaining the visual language and emotional quality of the anamorphic experience, but calibrated for different spatial constraints.
Content Management for Multi-Location Anamorphic Networks
IIC Lab's approach to this problem — developed through retail and event work across FMCG, automotive, and real estate sectors — involves:
Modular content architecture: Core brand content is built as a foundation that can be updated seasonally without requiring the full spatial calibration pipeline to be rebuilt
Template-based distortion mapping: For standardised tier deployments, distortion mapping templates are created once per screen specification and stored centrally. New content is mapped against the existing template rather than recalibrated from scratch
Remote calibration tools: For networks where on-site specialist calibration at every location isn't operationally feasible, remote calibration workflows allow the central team to verify and adjust installations through controlled testing procedures
Content performance tracking: Dwell time data, sharing activity, and conversion metrics from each location feed back into the content optimisation cycle
You can read more about how IIC Lab approaches scaling anamorphic installations here.
The Commercial Case for Getting the Scaling Architecture Right
Brands that invest in getting this right before deploying across a network recover that investment quickly through:
Reduced per-location content production cost as the template and pipeline infrastructure amortises across a growing number of locations
Consistently high installation quality that protects the brand's experiential positioning at every touchpoint
The ability to update content centrally and deploy across the network quickly, maintaining campaign relevance without repeated bespoke production costs
Network-level data collection that informs both content and retail strategy decisions
Brands that skip this architectural thinking deploy anamorphic content at flagship locations, find the scaling difficult, and either abandon the network ambition or deploy poorly calibrated installations at secondary locations that actively damage the brand's premium positioning.
IIC Lab has worked with brands scaling from flagship to network deployments across FMCG, automotive, and real estate. If you're thinking beyond the first installation, the strategic and technical conversation starts at Inkincaps. Reach out to the Mumbai team to explore what a network-scale anamorphic programme could look like for your brand.
Trident 3D Anamorphic Content Experience by Leading Anamorphic Advertising Agency
3D anamorphic screen technology transformed the Trident campaign through immersive storytelling and next-gen 3D anamorphic innovations.
Explore Now :- https://iiclab.com/portfolio/trident-animated-anamorphic-illusion
Anamorphic Advertising Display with Dynamic Animated Illusions
This anamorphic advertising display combined motion graphics and spatial depth techniques to deliver a visually immersive brand experience built for maximum engagement.
Visit Now :- https://iiclab.com/portfolio/trident-animated-anamorphic-illusion
How 3D Anamorphic Content Captures Audience Attention Instantly
There is a moment — and if you have witnessed it live, you know exactly what this feels like — when a 3D anamorphic display does something the audience was not prepared for. A product rises out of a flat LED screen. A character steps forward into the room. The physics of the space appear to break.
For a fraction of a second, every person in that room stops. Conversations halt. Phones come out.
That moment is not accidental. It is the result of months of technical craft, content strategy, and a deep understanding of how human perception works. And for brands that have experienced what genuine audience capture looks like, there is no going back to conventional display.
Why Conventional Launch Events Struggle to Land Emotionally
P&G's Pampers team was facing a specific version of a universal problem. They had a premium product line to launch — a range positioned at the top of the diaper market, aimed at discerning mothers. The event was to be attended by mother influencers and their babies. The stakes were high: this was not a press release, it was the opening act of a campaign.
The risk with premium launches is the expectation gap. Attendees arrive with high expectations. If the experience matches what they could have received from any other well-funded brand event, the product's premium positioning is immediately undermined. The experience has to exceed expectation before the product can deliver on its promise.
Brochures could not do this. A conventional stage presentation could not do this. A standard video wall could not do this.
What Went Into the Pampers Anamorphic Experience
IIC Lab proposed something that, at the brief stage, sounded ambitious: an immersive room reminiscent of a Van Gogh Museum, built around massive 3D anamorphic LED displays. The content would tell the story of Pampers' premium line — its softness, its protection technology, its aesthetics — through visuals that appeared to come alive in the room.
The display configuration was substantial:
Main LED wall — 30 x 15 feet of high-resolution LED panels, calibrated for the anamorphic perspective
Floor LED — a 30 x 30 foot floor display that extended the visual experience into the ground plane, surrounding attendees on multiple axes
360-degree room design — the combination of wall and floor displays created a complete visual environment, not just a screen
The content development process was rigorous. IIC Lab's team worked through brainstorming, research, mood boards, and multiple rounds of storyboarding before a single frame was rendered. AI tools were used in the visualisation phase to accelerate iteration. Voice-over talent, music composition, and thematic scripting were all developed in service of a single creative objective: make mothers and their babies feel they are inside the Pampers world, not watching a presentation about it.
The Technical Challenges No One Talks About
The anamorphic illusion is demanding to execute. IIC Lab's own account of the Pampers project is candid about the difficulties:
Synchronisation — when content plays across a main wall and a floor display simultaneously, any timing discrepancy breaks the illusion. The synchronisation pipeline had to be exact.
Content calibration — the distortion calculations are specific to the physical dimensions and viewing angle of the installation. A calibration that works in the rendering environment has to be revalidated against the physical LED build.
Visual alignment — the seams between LED panels, if not accounted for in the content pipeline, create visible breaks in the illusion. Content has to be engineered to mask these transitions.
IIC Lab's engineering team worked through each of these systematically. The final output was a flawless execution — something the Pampers team at P&G confirmed through both their response at the event and their subsequent feedback.
What "Goosebump Moments" Actually Mean in Marketing Terms
The phrase that appeared repeatedly in feedback from the Pampers event was "goosebump moments." The content synchronised with the LED displays in a way that produced physical, involuntary responses in the audience.
This matters for reasons beyond aesthetics. Memory encoding in the human brain is strengthened by emotional arousal. Experiences that produce a strong physiological response — a spike in heart rate, goosebumps, an involuntary gasp — are encoded more deeply and retained for longer than experiences that are merely pleasant or informative.
For brand marketing, this has a direct implication. An audience that has a goosebump moment at your launch event will remember that moment, and associate it with your brand, far longer than an audience that watched a well-produced video.
This is why brands like P&G — companies that measure everything and make decisions on evidence — choose to invest in 3D anamorphic content for their highest-stakes events.
The Audience Response Nobody Expected
The detail from the Pampers case study that deserves particular attention is this: attendees were reluctant to leave the space.
Think about what that means. These were busy people — influencers with schedules, babies with patience limits. An event space that holds people beyond their planned exit time is extraordinarily difficult to create. The immersive experience IIC Lab built for Pampers was so compelling that the natural human impulse — to move on, check the next thing, look at the phone — was overridden.
That is the ultimate measure of attention capture.
Building 3D Anamorphic Content for Emotional Impact: What Matters
The content brief must include emotional objectives — "showcase product features" is not sufficient. The brief needs to specify what the audience should feel at each moment of the experience.
The creative and technical teams must work as one — anamorphic content cannot be conceived creatively and then handed to a technical team. The physics of the illusion constrain the creative possibilities, and the creative ambition pushes the technical boundaries. These conversations must happen simultaneously.
The display environment is part of the content — the LED configuration, viewing distance, room dimensions, and ambient lighting all affect how the illusion reads.
Audience positioning matters — the anamorphic effect reads correctly from a specific viewing zone. Event design needs to funnel audiences into that zone naturally.
For a detailed look at how anamorphic LED display technology shapes the audience experience, read IIC Lab's article on the anamorphic LED display experience at the Pampers launch.
If your next product launch deserves more than a projector and a stage, it is time to talk to the team that made P&G's audience reluctant to leave. Contact Us
AI Assistant Development Services for Smart Connected Experiences
Jio Brain activation used AI assistant development services and immersive digital environments to create an interactive showcase for next-generation 5G-powered ecosystems.
Explore More :- https://iiclab.com/portfolio/jio-brain-and-5g-intelligent-village-at-imc
AI-Powered Experience Center for the Future of Retail
This Deloitte experience center showcased how AI, interactive displays, and immersive retail technology can transform customer journeys into data-driven brand experiences.
Explore Now :- https://iiclab.com/portfolio/deloitte-future-of-retail-experience-center
The Experience Center That Doesn't Just Show the Future — It Runs on It: AI Development Service Models for Smart Experience Center Design
Most experience centers age badly. They're designed around a moment — a product launch, a conference, a flagship opening — and within eighteen months, the technology that felt cutting-edge starts to feel like a reference to cutting-edge. Visitors notice. Clients notice. And the brand that invested heavily in building the space quietly stops inviting people into it.
The problem isn't the investment. It's the architecture. Most experience centers are built as static demonstrations rather than living systems. And the difference between those two things, in 2025, is where the ai development service conversation becomes genuinely urgent.
Why "Smart" Experience Center Design Is Different From "Impressive" Design
There's a tendency in the experience center industry to conflate technological sophistication with technological intelligence. A beautiful curved LED wall is sophisticated. An interactive projection surface that responds to touch is sophisticated. But sophistication isn't intelligence.
Intelligence is when the space adapts. When it remembers that the last three visitors who came from the healthcare sector asked about data compliance, and surfaces that conversation proactively. When it can guide a first-time visitor through a complex product ecosystem without a human escort. When it doesn't just display information — it responds to the person in front of it.
This is the gap that ai development solutions are designed to close. And the brands that are figuring this out first aren't always the ones with the biggest budgets — they're the ones asking the right architectural questions at the beginning of the design process.
The Deloitte Model: What a Layered AI Experience Center Actually Looks Like
When Deloitte set out to build their Dot Hub AI Experience Center in Bangalore, the brief wasn't "make an impressive room." It was something harder and more specific: create an environment where clients could viscerally understand the future of retail — not be told about it, not watch a video about it, but actually move through it.
The solution IIC Lab developed was a three-layer intelligence model that serves as a useful template for how smart experience centers should be architected.
Layer One: Conversational Intelligence (The AI Sales Assistant)
The foundational layer of any genuinely smart experience center is conversational. Visitors need to be able to ask questions in natural language and receive answers that are accurate, contextual, and useful — not menu-driven, not scripted, not limited to pre-programmed pathways.
In the Deloitte center, this took the form of Nova — an AI-powered sales assistant built with natural language processing capabilities, multilingual support, and a human-like interface designed to feel like a knowledgeable colleague rather than a FAQ kiosk.
What Nova represented as an ai assistant development service model:
Domain-specific training — Nova wasn't a general-purpose assistant dropped into a retail context. She was trained specifically on Deloitte's consultancy frameworks, retail technology applications, and client-facing use cases. The depth of her responses reflected that specificity.
Adaptive conversation flows — Rather than following linear scripts, Nova could follow the conversational logic of an actual human expert: building on previous responses, picking up on the client's specific concern, redirecting gracefully when a question fell outside her scope.
Real-time personalization — Nova could tailor her recommendations based on what she'd learned about the visitor's sector, interests, and stated needs during the conversation itself.
As explored in detail in the Deloitte integrated retail experience center case study, this conversational layer fundamentally changed the visitor experience. Where a human sales team might have a consistent script interrupted by variable client questions, Nova provided consistent depth with variable paths — always calibrated to the specific person she was speaking with.
Layer Two: Object Intelligence (The Recognition Table)
The second layer addresses a different kind of visitor need: the desire to physically engage with products and receive contextual information in response.
The Object Recognition Table (ORT) in the Deloitte center used computer vision and object recognition technology to identify physical items placed on its surface and immediately surface relevant data: product specifications, configuration options, comparative information, use case applications.
This is a particularly elegant solution for retail consultancy — a sector where Deloitte's clients often deal with physical product ecosystems that have significant complexity behind them.
The ORT model works because it respects how people actually want to interact with products. Most visitors don't want to type a product code into a search bar to find out its specs. They want to handle the thing and have the information appear. The ORT makes that possible while embedding the physical interaction into a guided digital journey — complete with user journey flows that ensure every visitor leaves having touched the aspects of the product ecosystem most relevant to their business.
For brands thinking about ai development service models for their own experience centers, the ORT approach is worth studying. It's a case where the most sophisticated element of the technology is deliberately invisible — the computer vision working underneath a surface the visitor simply experiences as responsive.
Layer Three: Visual Intelligence (The Holobox)
The third layer is about helping visitors see what they can't yet imagine. The Holobox installation in the Deloitte center let visitors explore products from multiple perspectives in three-dimensional space — overcoming the fundamental limitation of 2D display where products are shown rather than experienced.
For retail consultancy, this matters enormously. Deloitte's pitch to clients often involves helping them imagine customer experiences their shoppers haven't had yet. The Holobox let those clients stand inside a version of that future rather than looking at a render of it.
The Holobox layer represents a specific design principle worth naming: in an intelligent experience center, the goal isn't just to transfer information but to shift perspective. Visual intelligence — the ability to show things in ways that standard display cannot — is how experience centers create the emotional conviction that turns a client visit into a client decision.
The Integration Challenge That Most Brands Underestimate
Here's where a lot of experience center projects go wrong: they source these three layers separately, from different vendors, with different data architectures, and then discover in the final weeks before launch that nothing talks to anything else.
The experience feels fractured. Visitors move from the AI assistant to the recognition table to the holographic display and it feels like three separate technology demos rather than one coherent journey. The intelligence of each individual component is undermined by the absence of intelligence connecting them.
What IIC Lab brought to the Deloitte build that made the difference was integration design as a primary discipline — not an afterthought. The backend architecture was planned from day one to ensure that Nova's conversations could contextually reference products on the ORT, that the Holobox content library was organized around the same taxonomy as Nova's recommendation engine, and that a visitor could move fluidly between all three layers without encountering a seam.
This is what distinguishes an ai experience centre from a room full of technology. And it's the capability that most organizations can't build internally — which is why the right development partner matters as much as the right technology selection.
The Result: A Space That Works as a Business Asset
The Deloitte AI Experience Center didn't just receive positive feedback at its inauguration — it became an active part of how Deloitte engages retail clients. Prospects who visit the center leave with a concrete, experiential understanding of what Deloitte's retail practice can deliver. The center runs as a client development tool, not a trophy.
The IIC Lab experience center work earned IIC Lab a national award for Best Use of AI in 2024 — recognition that reflected not just the sophistication of individual components but the coherence of the overall design.
For enterprise brands thinking about experience center design, the Deloitte model offers a clear template: build in layers, integrate from the start, and measure success not by how impressive the space looks on opening day but by how effectively it performs as a business tool over time.
Three Questions Worth Asking Before You Build
If you're in the planning stages of an experience center, the Deloitte approach suggests three questions that most briefs don't include:
What do we want visitors to decide after leaving? Not feel — decide. An intelligent experience center should be designed backward from a specific decision outcome, not forward from a technology capability.
Where will human explanation fail at scale? In any high-traffic experience center, there are moments where visitor questions will outpace staff capacity. Those are exactly the moments where an AI assistant layer pays for itself — and they should be mapped explicitly in the design brief.
How will the layers talk to each other? If your experience center brief has sections for "AI assistant," "interactive displays," and "content development" that don't reference each other, the integration problem is already forming.
Build Something That Works, Not Just Something That Impresses
IIC Lab (Ink In Caps) has been designing and building experience centers for global brands from their Mumbai base — combining AI development, interactive technology, spatial design, and content development into spaces that perform as business tools.
If you're thinking about what an intelligent experience center could look like for your brand — one that goes beyond impressive and into genuinely effective — the IIC Lab team is worth talking to.
Explore IIC Lab's experience center capabilities Or start a conversation directly
Interactive Touch Screen Wall for Real-Time Audience Insights
interactive touch screen wall transformed visitor engagement into valuable behavioural insights, helping brands understand attention, interaction, and response patterns.
Read More :- https://iiclab.com/blogs/Interactive-wall-into-actionable-data
The Experience Center Design That Sold a Future City — Godrej's Anamorphic Panvel Experience
Here is the real challenge behind selling real estate in an emerging micro-market: you are not selling a flat. You are selling a version of the future that does not yet exist. New airports, sea links, expressways, economic corridors — all of it is coming, but none of it is here yet. Buyers have to believe a story they cannot see.
For Godrej Properties' 145-acre township project in Panvel, this was not a marketing challenge — it was the core sales challenge. And the experience center design that IIC Lab built around it changed how buyers related to the project entirely.
Why Traditional Tools Were Not Enough
The Panvel micro-market sits at the convergence of some of Maharashtra's most significant infrastructure investments — a new international airport, the Mumbai Trans-Harbour Link, the coastal road, and multiple expressway upgrades. For a buyer willing to look five to seven years ahead, it is a compelling proposition.
But here is the gap that kept showing up in the sales process:
Brochures laid out the infrastructure story in text and flat maps — buyers could read it but not spatialise it
Standard sample flats showed product quality but said nothing about the location's future
Sales staff could explain the vision, but verbal descriptions of scale rarely create conviction
Buyers were leaving the sales office interested but uncertain. The product was strong. The location story was strong. Something in the translation from promise to conviction was breaking down.
The Idea: Make the Future Unavoidable
IIC Lab's solution was not to show the future — it was to put buyers inside it.
They designed an amphitheater-style immersive room built around anamorphic projection — a technique where visuals are mapped across multiple angled surfaces to create three-dimensional depth without VR headsets. Walk into the room, and the walls, floor, and ceiling together create a seamless visual environment that surrounds you completely.
The experience was three minutes long. In those three minutes, a buyer went from standing in a sales office in Panvel to standing inside the future they were being asked to invest in.
What the Anamorphic Experience Actually Showed
The content was designed to answer the specific doubts the Panvel buyer carried. In sequence:
A bird's-eye view of the entire micro-market geography — airports, sea links, expressways, the township's position relative to each
A ground-level walkthrough of the completed project — landscaping, amenities, the character of the streets
Time-lapse visualisations of infrastructure coming online — making the future feel tangible and dated, not vague
A return to the present, showing the construction timeline and what buyers were committing to at this stage
The anamorphic format was not just visually impressive — it was strategically chosen. When you are surrounded on all sides by an environment, your brain processes it differently than it processes a screen. The experience registers as memory, not media. Buyers walked out of those three minutes having, in some fundamental sense, already been there.
The Results
5,400+ visitors processed per month through the center
15+ person capacity per session — viable for group visits and channel partner tours
12+ hours of daily operation — the center ran continuously through peak sales periods
The sales team reported a consistent shift in buyer conversations after the amphitheater experience. Buyers who had been asking whether the infrastructure would materialise were, after the experience, asking which floor they should choose. The conversation moved from if to which.
The Design Logic Behind Anamorphic Illusion in Sales
When a visual environment surrounds a buyer rather than facing them, it does two things:
It eliminates the psychological distance between viewer and subject — the buyer is no longer watching the future, they are in it
It reduces the cognitive load of imagination — instead of constructing a mental picture from flat media, the environment does the construction for them
For high-consideration purchases where the product is a future state — a home under construction, a township not yet built, a platform not yet deployed — this is not a marketing gimmick. It is the most honest way to show someone what they are buying.
Story First, Technology Second
The Godrej Panvel center is a sharp lesson in the relationship between content and physical design. The anamorphic room worked because the content was designed specifically for it — sequenced, spatially calibrated, and built around the buyer's emotional journey from curiosity to conviction.
IIC Lab's approach treats every immersive installation as a story-first problem. The question is never what tech can we deploy? It is what does this buyer need to feel, and what is the best medium to create that feeling?
That distinction is what separates experience centers that impress from ones that convert.
Planning a new experience center or rethinking an existing one? Inkincaps specialises in experience center design that puts the buyer's psychology at the centre of every technical decision.
Godrej Experience Centre with 3D Anamorphic Display
Designed for deeper engagement, the Godrej experience centre used 3D anamorphic visuals and responsive technology to create an immersive customer journey.
Explore Now:- https://iiclab.com/portfolio/Experience-centre-anamorphic-content-godrej-hyper-interactive-experience
Immersive Experience Center for Protean Brand Communication
Immersive experience center was built to strengthen enterprise communication through interactive installations, digital storytelling walls, and experience-led stakeholder journeys.
Read More: https://iiclab.com/blogs/protean-experience-centre-enterprise-communication