More and more companies recognize the potential of Virtual Reality because it is future-oriented. What in reality only costs more effort, time and money can often easily be avoided by displaying certain things virtually.

In early-stage concept development a prototype can come to life quickly without the need of building a physical product.

We create interactive Virtual Reality solutions to empower your business. Are you ready for Virtual Reality?

Design processes

The typical design process begins with several meetings, followed by concept sketches. After the design is approved, a clay model will be created. A more elaborate model is then created to further refine the design.

This is where designers and engineers typically clash. An arrow-shaped car would be ideal to reduce drag to a minimum, but it would be impractical and unlikely to meet safety requirements.

For the new BMW 3 Series model, planners had already worked in a virtual reality months before the start of car production. Time-consuming hindrances can be avoided and processes can be virtually assessed and rehearsed.


Thanks to virtual reality, new possibilities are also opening up in sales. Customers can comfortably design the car to their own taste and then view their designed gem in Virtual Reality including all sounds in different environments, climates and times of day. To benefit the value chain, the car configuration can then be exported so the actual ordering process can start with the wanted parts.

UX Design

User tests are conducted in VR to better understand needs, pains and goals with emphasis on actual interaction of testers with prototype.

We can make use of voice recognition, gestures with virtual hands, HMIs, dynamic lighting scenarios, sound, media and so on. What’s more, we can use actual physical phones to mirror their content to virtual reality and from there connect the virtual world with the app.

With the help of eye tracking technology it is possible to gain invaluable insights when it comes to user research. Furthermore, it’s possible to generate heatmaps from this data.

To go beyond screen resolution boundaries, we use an head mounted display with human eye resolution.

Simulation / safety scenarios

We can simulate all kinds of interactions with and around the car using virtual reality. For our in-house tool cARVR we implemented realistic vehicle physics as well as a variety of sensors to help the AI find it’s way along the road. The AI will then automatically detect passengers or parking cars and avoid them accordingly. What’s more, the car will react to safety scenarios and in case of accident make sure the person in the car is ok by asking to react within a certain amount of time before calling the emergency. This is achieved by interaction with the HMI as well as sound and voice recognition.

Autonomous driving

With the help of artificial intelligence we can already simulate fully autonomous driving. We wondered: How does it feel to sit in an autonomous vehicle without brakes and a steering wheel? Imagine a person 100m in front of you, not really paying attention to the traffic and standing in front of a cross walk. How and when needs the car to communicate with us to avoid stress or panic while not being to interfere? How can we achieve that certain level of trust we need to be able to relax and enjoy the ride? These are all things we can find out by using virtual reality to put ourselves in these situations and conduct user tests.

Have we sparked your interest?​

In an initial conversation we will be happy to advise you on the various possibilities for your project. Whether for web, mobile devices or virtual reality.