The Company We Keep Launches spatial immersive VR walk-throughs for live brand experiences

The Company We Keep (TCWK) has introduced spatial immersive virtual reality in the planning of conferences, live events and exhibitions – a tool predicted to become an industry standard.

Says Nigel Ruffell, founder, TCWK: “The VR walkthrough will help brands understand the likely experience of an event, pre-empt unforeseen challenges before construction and enable changes to be made without the unnecessary costs.

“The application of VR technology to event planning is relatively new and is a total game changer for the events industry.

“By seeing ideas in a virtual space and to scale, there’s opportunity for richer, creative problem-solving and the luxury of more time to troubleshoot if necessary.

“It really feels like we’re rewriting the event’s planning rule-book which is pretty exciting. There’s a real shift happening as the use of AI, VR and MR are becoming a mandatory part of the experience, not just a bolt-on.

“VR is widely recognised in the consumer space – learning and development, gaming, the automotive industry, FMCG and its broad application across the brand activation space but its burgeoning use in event planning will transform efficiencies across the industry.

“By understanding a large or small event experience at scale prior to opening, the staging of sophisticated productions can be presented with potential concerns already resolved and contingencies in place.”

This technology created by 7DX was initially for popular music bands creating VR experiences for their fans but a collaboration with TCWK led to the technology being transformed to enhance event planning.

Adds Ruffell: “While immersed in the event space through the VR technology brands can see what works and what doesn’t, how signage, screens, decorations, and props look and feel to an audience.”

“The biggest problem in event planning is making changes once construction has begun as it is costly but this technology helps predict those changes.”

“The application of VR to pre-event staging will facilitate the delivery of a high level of complexity and the execution of creative vision, that otherwise would not have been possible.”