XR Passthrough:
A New Era of Interactive Experiences

„I am using the vial literally every day, but I didn’t have any idea how complex and longwinded its production is,” says the doctor who is sitting next to me at the booth of our client. He has just watched a high-resolution 3D spatial 180° film of the production process of the lifesaving medication he uses for the treatment of his specialist indication.

He appears to be wearing an XR headset and has been watching a summary of a nine-month production process filmed on location at our client’s facility. Virtually looking across the workers’ shoulders, he visited the clean rooms, saw the different stages of the manufacturing process, and witnessed the quality assurance processes while appearing to be in the middle of the shop floor. All without having to go through a decontamination process or without entering a pressurised, temperature-controlled environment.

So far, so virtual reality. Only this is different as we are using the XR passthrough technology to show our customers around the world of pharmaceutical production. This means this technology facilitates a mixed reality experience. Viewers don’t have the impression of being in a tunnel, they are less likely to feel disoriented by the reality through which they have to stumble on their own. Instead, it is a ‘lighter’ experience in which their surroundings and their conversation partners are still part of the 3D experience. Other than was quite frequent with previous virtual reality technology, they are less likely to encounter motion sickness and still see their contact person in their field of vision.

The infill team during filming under clean room conditions

This also provides the opportunity for the booth personnel to take a more active role. While they engage the customer in conversation, they can take visitors on a guided tour, literally steering them through the 3D film on their iPad. At the same time, they are able to highlight different characteristics of the process, give additional explanations or refer back to a conversation that was previously had.

Visitors can be taken on a very individual tour of environments they would otherwise not be able to visit while at a medical conference. These shared experiences go a long way to building client relationships, as I am able to witness myself when I guide different specialists through the maze of pharmaceutical production. Many of them stay with me for quite some time to share their thoughts and express their amazement at a world they were previously unaware of. And quite often they leave with a new appreciation of the value of that particular medicine.

If you are interested in developing your own 3D experience and/or in elevating your booth experience, please contact me at info@infill.com We will be happy to visit you and provide a live demo as it is crucial to experience a live demonstration yourself.