NXP Showroom at CES 2023

After the semiconductor manufacturer NXP® Semiconductors had invested three years of development and content creation into their Virtual Technology Showroom and converted almost their entire portfolio into a digital experience there, the question arose as to how this experience and content could be transferred to a live format at exhibitions and events.

For CES 2023, ongoing interaction was to be developed between the virtual content and the exhibition visitors. The aim was for physical objects to interact with the virtual world and for the virtual surroundings to influence the physical reality. A type of control centre was therefore created, where users could access content from the virtual world by means of twelve individual tokens and transfer it to the adjoining big LED wall. In turn, the control centre offered a physical
reflection of the virtual “World of NXP”, which served as a landing zone and key visual in the virtual showroom.

The selected virtual content was animated and highlighted in the city model through an underlying display. The user could search the available detailed contents of the virtual showroom on a touchscreen and have them displayed on the big LED wall. The whole realisation of the animations and transmissions was in Realtime 3D and enabled a seamless and visually appealing interaction.

An additional special token was developed for live events during the exhibition. It activated an HDMI input in the control centre so that content from the video production could also be transferred to the LED wall. The hybrid concept that was well thought through with all its facets was rounded off and completed by the option to be able to carry out live meetings via a collaboration software and the system.