An Immersive Experience that brings customization to life through a touch of colour for Aditya Birla Grasim Paints.
We delivered an interactive immersive experience using a MultiTaction navigation table for Aditya Birla Grasim Paints, enhancing their in-store journey with engaging, touch-driven digital interactions.
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.Â
Client
Aditya Birla Group Â
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Services
Content developmentÂ
Interaction design Â
Hardware design Â
MultiTaction Â
Concept development Â
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Year
2024
Aditya Birla Grasim Paints aimed to transform how customers select paint colours in-store by creating an Immersive Experience. The goal was to enable a more informed, interactive decision-making process, allowing users to visualize colour schemes and design options in real-life environments.
Our task was to bring this Immersive Experience to life using technology, simplifying and elevating the overall selection journey.
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.   Â
At the same time, the data needed to be captured seamlessly to help the company refine future offerings.Â
Design to reality
We developed an app for a MultiTaction table that enabled an Immersive Experience, allowing 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 experiment with lighting settings to see how everything comes together. The table allowed users to fully immerse themselves in their design choices, delivering a highly visual and interactive experience.
Once a customer completed their selections, the data was automatically sent to Aditya Birla Grasim Paints’ database system for analysis. This provided valuable insights into customer preferences, helping the company better understand trends and make data-driven decisions.
Our task was to bring this idea to life using technology to simplify and elevate the decision-making process through an Immersive Experience.
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.  Â
This project helped bridge the gap between digital interaction and real-world application, driving more informed and satisfying customer choices.Â
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