Member Press Releases

Revolutionizing Retail: Immersive Technologies and Experiential Spaces for Europe’s biggest lighting house.

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Press Team

28 Apr 2023 | 5 min read

Retail spaces are changing. People shop more online than in shops. However, there’s an opportunity to transform physical retail spaces into experiential locations that reveal the essence of the brand beyond the product itself, helping people create a deeper and more personal connection with brands and products. The role of advanced technologies in the evolution of retail is a huge opportunity to bring new ways for clients and brands to build more profound, personalized relationships.

We had the chance to live this retail transformation in our own skin through our most recent project developed for the decorative lighting company EGLO, a leading international manufacturer of decorative and smart lights headquartered in Pill, Tyrol.

With EGLO, we had the opportunity to not only put our technical expertise in knowing how to create groundbreaking immersive technology projects but also our knowledge as storytellers, filmmakers, and digital artists to good use.

All this didn’t come without its sets of challenges. At vrisch, we’re only a small family-owned studio of 8 people. We knew from the very beginning that presenting ourselves for the pitch of this project would be us being the Davids amongst the Goliaths of advertising. But we learned through our 8 years of existence and by looking around us that being small and agile was what has allowed us to think differently and to approach challenges in unique ways. Our ideas have always been something special, and our clients keep coming back because they can see that too.

After what felt like a dream, we won the pitch. Now it was time to put our concepts into action. This project needed to be ready in one year. Six interactive installations, all technically different in nature and with their own set of technical challenges to overcome, each of them addressing a different need of the customer; plus, we would also be in charge of the interior architecture and shopfitting of all of them –an expertise that we never had to take care of ourselves before. But we were determined to bring exciting experiences to life and enrich the experience of customers in meaningful ways through advertising and immersive technologies.

Axel Dietrich, CEO of vrisch states:

“We had the opportunity to use all our technical know-how in the development, as well as our knowledge as storytellers, filmmakers, digital artists, and branding experts,”

Gabriella Chihan-Stanley, CCO of vrisch states:

“In this pitch, we were the Davids among the Goliaths. But in recent years, we have learned that it is precisely our start-up character that is our strength that allows us to think innovatively and creatively”

When it comes to technical implementation, this project arrived at a time when we at vrisch were researching several state-of-the-art advancements in immersive technologies. We were eager to find purposeful ways to put this newly-acquired knowledge to use.

Personalized AI-powered interactive experiences for retail spaces

Lights, Camera, Action! (LCA) and Lamps vs. Zombies (LVSZ) utilize high-resolution LED displays, motion sensors, depth cameras, and AI-based machine learning algorithms to provide immersive and personalized experiences. Both blend technology and storytelling to create emotional bonds with visitors.

LCA generates a personalized “buddy lamp” that joyfully follows visitors’ movements, while LVSZ offers a tower defense game for children, addressing their fear of darkness.

Multisensory cocoons as home of VR stories

From Flame to Future: A Journey of Light provides a multisensory location-based room-scale VR co-op experience through the use of a custom-made cocoon equipped with heat, wind, and light sensors to create immersive and interactive feedback both inside and outside the VR headset. The project offers a 6DoF linear experience with minimal interaction, incorporating hand-tracking for those who feel comfortable engaging with it. Ambisonic audio custom-designed characters, animations, and soundscores contribute to the immersive atmosphere. The innovation in this project stems from the seamless combination of architecture, interior design, and electronic engineering to create an all-encompassing VR experience for users with little to no previous exposure to VR

Sketch your lamp in mixed reality. And bring it home in AR.

The mixed-reality sketching tool, Sketch Your Lamp (SYL) provides an immersive and interactive experience for users to design their dream EGLO lamp using groundbreaking technology. It employs a VR headset on passthrough mode, a ticket printer, and a holobox to seamlessly integrate physical and digital experiences. Users start by selecting a lamp frame,then use VR controllers as brushes to create their unique lamp design. The holobox displays the sketching process for onlookers to observe. Upon completion, users can print a QR code containing an AR representation of their lamp, enabling them to virtually place their creation in any physical space.

Location-based VR game to help couples shop together

Light My Way (LMW) leverages passthrough mixed reality, spatial anchors, and infrared markers to create a location-based room-scale VR co-op game for couples. Technically, the game relies on a touchscreen and VR headset for two players to interact within a physical labyrinth. The environment is dimly lit, simulating a dark, starry atmosphere, and players must communicate effectively to solve puzzles by sharing information through their respective devices. Producing LMW helped us find solutions to challenges, such as ensuring reliable communication between devices, synchronizing the actions of both players, and designing an environment that is immersive, engaging, and easily navigable.

A significant part of the success of this project came from the strong alliances we gathered throughout years of collaboration with local creators and communities such as XRVienna, which allowed us to meet enthusiasts from many different fields of expertise, from architecture to electronic engineering, and have the chance to meet them both as professionals and as human beings. Our partners for this project didn’t stop in Austria. We also worked with an extraordinary animation team from Ukraine who supported us in some of the experiences. It was also a chance for us to live a piece of history by working with them in such a difficult moment of their lives, but at the same time, we were thrilled to have contributed to their wellbeing by collaborating with their financial stability in these difficult times. They were terrific partners to work with.

EGLO World of Lights will open its doors to the public on Friday, April 28, 2023, in Pill, Tirol, Austria.

If you have any inquiries and wish to contact vrisch, please visit

About the author:

AIXR is an independent, community first, not for profit organisation that exists to support individuals and companies of all sizes as the International trade body for immersive technology industries. AIXR or, The Academy of International Extended Reality, hosts the VR Awards annually. AIXR’s mission is to support individuals and companies in the immersive industry by endorsing, inspiring, and enabling innovators through removing barriers to entry and connecting a diverse collection of trades together.