A touch of colour brings customisation to life for ABG

We delivered an interactive MultiTaction navigation table for Aditya Birla Grasim Paints to enhance their in-store experience.

When the Museum of Solutions, JSW, sought to develop an advanced, immersive educational space for children, they approached ImmersionX for expertise in designing interactive exhibits that combined education with engagement. We were tasked with creating a series of exhibits for the Discover Floor that would transform traditional learning into an interactive, hands-on experience.

Client

Aditya Birla Group

Services

Content development

Interaction design

Hardware design

MultiTaction

Concept development

Year

2024

Aditya Birla Group’s Grasim Paints wanted to transform how their customers select paint colours in-store by creating an interactive experience. They aimed to provide customers with a more informed and immersive decision-making process, allowing them to visualize how different colour schemes and design options would look in real-life settings.

Our task was to bring this idea to life using technology to simplify and elevate the decision process.

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The challenge

ABG needed a solution that allowed customers to view and interact with various colour and design choices in a way that felt intuitive and engaging. The challenge was to create an experience that gave users the ability to personalise home layouts while keeping the interface simple enough for everyone to use.

At the same time, the data needed to be captured seamlessly to help the company refine future offerings.

Design to reality

We developed an app for a MultiTaction table that allowed customers to explore and customise a virtual home layout. Using two touch markers, users could navigate different rooms, change wall colours, adjust flooring options, and even experiment with different lighting settings to see how it would all come together. The table allowed users to fully immerse themselves in their design choices, providing a highly visual and interactive experience.

Once a customer completed their selections, the data was automatically sent to Grasim Paints’ database system for analysis. This provided valuable insights into customer preferences, helping the company to better understand trends and make data-driven decisions.

The impact

The interactive navigation table enhanced the overall customer experience, giving them confidence in their design choices by allowing them to see how their selected colours and designs would look in a realistic environment. It made the in-store decision process smoother and provided ABG with valuable data to further improve their product offerings.

This project helped bridge the gap between digital interaction and real-world application, driving more informed and satisfying customer choices.