Turning a Static Shelf into an Interactive Brand Experience
Colgate wanted to move beyond static retail displays and give visitors a more engaging way to discover its products at a brand activation. ImmersionX led the experience design, interaction design, and software development to turn a familiar retail moment into an installation people would stop, engage with, and remember.
At the centre of the experience is a digital retail rack, where browsing a product triggers it to appear on screen as a realistic, floating 3D visual. Instead of just reading packaging off a shelf, visitors could explore variants, discover campaign content, and engage with the brand in a way a static display never could.
The experience layered immersive storytelling on top of product discovery, surfacing packaging details, product variants, and brand campaign content as visitors browsed, so the rack functioned as both a shelf and a brand touchpoint at the activation.
BeamBoxx powered the digital rack with holographic display technology that renders content as hyper-realistic 3D visuals using a high-speed rotor camera system, making products appear to float in mid-air rather than sit flat on a screen. Paired with touch-based interaction and motion sensing, the display responded naturally as visitors browsed and engaged, without any physical product handling needed.
Content across the rack was managed through an integrated CMS, allowing product visuals, packaging variants, and campaign creative to be updated centrally without reworking the physical display, giving Colgate the flexibility to tailor content on the fly across the event.
