Exploring the Case of Hyundai Card's ‘DaVinci Motel’ MR/AR: Breaking the Boundaries between Reality and Virtual, Offline and Online

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The concept of Mixed Reality(MR) embodies the seamless blending of reality and virtual elements, allowing for the design of experiences without constraints of time and space. Hyundai Card, driven by a desire to create unprecedented customer experiences, embarked on a project to offer MR experiences to its customers through Meta Quest Pro, ultimately merging the boundaries between reality and virtual.

The process of integrating the imaginary space of DaVinci Motel with Hyundai Card's physical space presented significant technological challenges. Matching virtual objects perfectly with the unique structure of the Music Library building was crucial. High-resolution LiDAR scans were employed to accurately construct 3D spatial data, ensuring virtual objects aligned seamlessly with reality. Additionally, overcoming the challenge of providing the same virtual environment to 200 customers using 12 Meta Quest Pros was addressed through Spatial Anchor technology, enabling the effective reuse of virtual space environments even after the app restarts.

The storyline began with the question, "What would happen if one encounters DaVinci Motel in the midst of the California desert in the 1960s?" Seeking to deliver immersive experiences reminiscent of reality, exaggerated and unrealistic elements were excluded, and realistic stories from a 1960s California motel experience were woven throughout, such as filling gas directly into a car, leaving one's signature on an LP record, or making a phone call via landline.

The sense of realism experienced with Quest Pro depended greatly on how well interactions with virtual objects were implemented. Hand Tracking technology was utilized to ensure smooth synchronization between the user's actual hands and those in the virtual space.

Spatial Audio technology played a crucial role in creating immersive soundscapes, accurately simulating changes in sound based on distance. Collaborating with Meta's sound design team, this technology was applied innovatively.

To maximize the business impact of the new digital experiences, AR elements were strategically placed before and after the event. The first AR filter, "Meet DaVinci MOTEL", was designed for Instagram, allowing potential consumers to easily experience the MR that would be available at the event. The "DaVinci MOTEL Portal", launched at the beginning of the offline event, provided an opportunity for many people to indirectly experience DaVinci Motel, while "Be the DaVinci" allowed attendees to become a part of DaVinci MOTEl, leaving behind unique souvenir photos. These efforts encouraged customers to engage more with DaVinci Motel on social platforms.

This project confirmed the potential of MR and AR to be actively utilized in events, exhibitions, and performances. If offline events, post-pandemic, are considered enjoyable playgrounds for customers, MR/VR/AR experiences serve as mediums to bring this enjoyment online, ensuring its continuation. Looking ahead, when considering how MR/VR/AR can further expand customers' playgrounds and enrich brand experiences, the DaVinci Motel project stands as a remarkable example.

Source | Meta for Business: Meta Performance Marketing Summit Korea 2023