The showroom is arguably one of the most important elements of a new development. In this post, we want to take you behind the scenes of a few exciting property projects and explain how a high-quality showroom can have a lasting impact on visitors.
Real Estate shows no signs of slowing down. Despite the pandemic, the property market continues to boom, construction activity remains strong, and buying-to-rent is still a popular way to invest. But in a fast-paced, high-value market like this, clients’ expectations grow by the day. So how can property developers keep up with demands and provide first-class experiences for potential buyers? And – more importantly – how can they secure buyers before the building is even finished?
The showroom is arguably one of the most important elements of a new development. In this post, we want to take you behind the scenes of a few exciting property projects and explain how a high-quality showroom can have a lasting impact on visitors.
Investing in property is, for most people, a huge financial step. Buyers want to be able to make an informed decision, and developers of course want their hard work to make a good impression. So how can real estate agents inspire potential buyers if they can’t show the property in full? What if the building isn’t even there yet?
In some cases, a paper brochure with mock-ups or a visit to the building site just won’t cut it.
This was the problem faced by the developers behind the project AM TACHELES, in the heart of Berlin. The exciting urban planning project will create an entirely new multi-purpose urban space for residential living, work, shopping and the arts at the historic site of the former Kunsthaus Tacheles (Art House Tacheles). It was clear to the creators that they needed an innovative way to showcase this amazing and multifaceted district.
Well, first a bit of background information on us. Our founders are architects themselves and previously founded a model construction and prototyping company, werk5, with whom we still work closely. From our years of experience working with real-life architectural models as well as with multitouch object recognition, we know how effective the playful combination of tangible objects with digital content can be. The concept for the showroom came from architectural firm Heide & von Beckerath, who envisioned the staging of architecture as a piece of theater, highlighting the history and significance of the development whilst never losing sight of the very high quality standards. We knew that we would have to create something special to do justice to the architectural masterpieces being constructed.
Together with our colleagues from werk5, we created both physical and digital models of the buildings in the new development and installed them in the former theatre of the Art House. The models are staged theatrically on podiums, reminiscent of small stages, throughout the showroom. Each “stage” includes a slide-out multitouch display on which prospective buyers can thoroughly investigate the building: browse and compare different apartments, view all relevant information and discover more about the history and architecture of the district. Corresponding lighting on the real-life model illuminates the apartment being viewed helps viewers identify the position of the property within the building. Combined with virtual floor plans and even three-dimensional interior views, prospective customers get a comprehensive presentation of all spatial and textual aspects. Even the views from the apartment can be viewed interactively – particularly impressive for apartments overlooking Berlin’s emblematic TV tower!
The finished product is a truly breathtaking showroom in which clients are transported to a space which, outside of the showroom walls, is very much still under construction – completion of the project is expected at the beginning of 2022. Visitors are provided with a unique and immersive experience – both visually and tactually, through eye-catching exact models and touchscreens which invite guests to interact.
https://www.youtube.com/watch?v=JrTPQNqTTMs
Of course, for many different reasons, a visit to the showroom isn’t always possible. Especially in an international city like Berlin, interested buyers come from all over the world. We had to find a way to showcase the new project for these clients too, and to make the showroom experience available outside of the physical spaced. The solution? An iPad app!
With the app, realtors and estate agents across the globe can present properties interactively and intuitively. The app contains all the same information and images as the larger screens, so international buyers don’t have to miss out on any of the facts, views or history. Through the connection of real estate databases via API, the status of the properties as well as the price can be accessed in real time. This prevents property that has already been reserved or sold from being advertised, even if several independent advisors are active simultaneously in different time zones. This creates security and trust for buyers and sellers.
Under the motto “feel the city”, FOUR Frankfurt is a fresh vision of a contemporary city. In the banking district on the former site of the Deutsche Bank, four unique skyscrapers sculpt the new face of Germany's metropolis Frankfurt – with forward-looking architecture and a sustainable, mixed-use urban development concept. In the centre of the skyline, neighbourhoods will grow, in which living and working come together in a modern mix of office blocks and apartment buildings. The futuristic towers offer unparalleled views of the city and the Main river. The architects behind the project envisage a sustainable, open and lively district.
Our colleagues at werk5 created an intricate presentation model of the building project on a scale of 1:200. The model was presented to the public for the first time at EXPO Real in 2017. But while the impressive model was a great way to showcase the architecture, it couldn’t offer visitors an immersive feel for the new urban space. That’s where we come in!
On large multitouch tables, we developed an app that expands the model, allowing potential buyers to take a virtual tour of the area and truly visualise what life will be like in the district. The display highlights how the project will integrate seamlessly into the existing structure of the city. This digital journey plays a key role in the FOUR Suite, a cutting-edge showroom with a direct view of the construction site, which will be the physical touchpoint for the project until its structural completion in 2024. In the Suite, the project comes to life and is made tangible, leading the buyer on an elaborate customer journey through the project and the apartments. On interactive touchscreens, future inhabitants can explore the world around their apartment – including parks and green spaces, cultural offerings, shops, restaurants, and facts about the city and the local area. Clicking on different aspects of the district reveals detailed information on the project and its exciting possibilities. Visitors to the Suite can already envisage day-to-day life in their new home and start dreaming of the future.
Want to bring a little magic into your showroom? Get in touch for an individual consultation.
