Case Study · 02

Radisson
Hotel Group

Designing an immersive AR/VR event experience for Radisson Hotel Group's first Americas Business Conference since a complete rebrand — five brands, three platforms, one night to impress.

Client

Radisson Hotel Group

Location

Orlando, USA

Platforms

Mobile · iPad · Desktop

Recognition

Scotland Design Awards Finalist

01 · The Brief

A Rebrand Needs a Stage

Radisson Hotel Group approached us to devise an impactful audience experience for attendees of their first US business conference since a complete rebrand of the group.

The event, held in Orlando, focused on promoting five of the group's key hotel brands to clients, developers, and staff — all in one evening. The challenge was not just to inform, but to make each brand feel viscerally real.

A static presentation wouldn't do it. The brief demanded something delegates would still be talking about weeks later.

Radisson Hotel Group conference
Americas Business Conference, Orlando

02 · Context & Scope

Three Products. One Event. Five Brands.

The brief called for three distinct interactive platforms, each reaching delegates through a different sensory channel — all designed to work in harmony across a single conference evening.

01

Mobile AR App

An augmented reality app allowing users to explore digital guest-rooms at the conference and on their own devices thereafter.

02

iPad Magic Door

The Magic Door™ — AR that projects a full-scale virtual room, explorable simply by walking around while viewing through the device.

03

Desktop Dome

A room-scale virtual reality lab — a dome experience giving delegates immersive first-hand access to each brand's design identity.

04

Reality Portals™

Two immersive Reality Portals allowing attendees to step into each brand's world and experience new design approaches directly.

Creative discovery process
Creative discovery and engagement strategy

03 · Creative Discovery

Finding the Right Format

Following a full creative discovery process with RHG, four visual engagement formats were selected to allow delegates to interact with each brand's design identity at least once during the event.

The goal was not to impress with technology for its own sake — it was to use technology as a vehicle for brand comprehension and emotional connection. Each format was chosen because it could communicate something specific that a screen or brochure simply could not.

We studied how delegates move through conference spaces, where attention peaks and drops, and how to sequence touchpoints so every attendee encountered at least one moment that stopped them.

04 · User Flow & Wireframing

Mapping the Delegate Journey

Before any interaction was designed, we mapped the complete delegate journey across all three platforms — from first contact at the entrance to the final dome experience.

Wireframes were submitted to the client after user flow sign-off. Stakeholder feedback shaped every iteration — features were added and removed based on what RHG's team needed the experience to communicate, not just what was technically possible.

This iterative process ensured that by the time we moved to build, there were no surprises — for us, or for the client.

User flow and wireframing
Delegate journey mapping and wireframe iteration
Magic Door AR experience
The Magic Door™ — AR room exploration via iPad

05 · The Magic Door™

Walking Into a Hotel Room That Isn't There

The Magic Door™ feature is a form of augmented reality that allows viewers to project a full-scale virtual representation of a room that can be explored simply by walking around while viewing through a mobile device.

This wasn't a passive experience. Delegates could physically step around furniture, look at finishes, and feel the proportions of a room — all without that room existing anywhere nearby.

For a hotel brand trying to convey a new design philosophy, this was transformative. Words describe a room. The Magic Door™ put delegates inside one.

06 · AR Mobile App

Brand Identity in Your Pocket

Two augmented reality mobile apps were created using the latest AR innovation, allowing users to explore digital guest-rooms both at the conference and on their own devices afterwards.

This was deliberately designed to extend the experience beyond the event itself — delegates leaving Orlando could continue exploring each brand's design identity on their own time, sharing with colleagues, stakeholders, and clients.

The apps enabled seamless access to the full suite of CGI created for the project, combining the conference experience with something delegates could carry home.

AR mobile application
AR mobile app — explore brand rooms anywhere

07 · Final Outcome

A Night Nobody Forgot

Each interactive platform generated substantial excitement and engagement among attendees and was extremely well received across all delegate segments — clients, developers, and staff alike.

The technology used to depict new design concepts was also successful in maintaining a high level of engagement and communicating key brand information throughout the event — not just novelty, but genuine comprehension.

The project was subsequently entered into the Scotland Design Awards as a finalist — recognition that the work met a standard beyond the event room.

5
Hotel brands showcased
3
Interactive platforms built
★
Scotland Design Awards Finalist
"The entire VR experience and especially the white room was a huge success, everyone is still raving about it. You all played a big part in making our event one that will be remembered!"
— Radisson Hotel Group

Scotland Design Awards Finalist

Recognised for exceptional experience design at a national level — work that demonstrated how technology and design strategy can align to create genuine human impact.

What's Next

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