How to implement XR in the presentation of industrial products and machinery

In the manufacturing sector, major national and international players are increasingly adopting innovative technologies to enhance the presentation of their products and services. Among these, XR (Extended Reality) solutions are emerging as highly effective tools.
But what exactly is XR, and how can it revolutionize the way manufacturing companies present and explain their products? In this article, we will explore how to implement XR and the benefits of its applications in the industrial context.

What is XR?
Let’s start with the definition: “XR” or “Extended Reality” is an umbrella term that encompasses all immersive technologies, such as Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR). These technologies expand our capabilities to interact with the digital world, offering immersive experiences that surpass the limits of physical reality.

Industry 4.0 and Augmented Reality (AR)
Augmented Reality overlays digital elements onto the real world through devices such as smartphones, tablets, headsets, or, in the future, contact lenses. This allows users to visualize additional information or 3D elements directly in their surroundings. For instance, this technology enables new hires to view standard operating procedures and detailed instructions while interacting with machinery.

Virtual Reality (VR)
Virtual Reality creates a fully digital environment where users can immerse themselves using VR headsets. This type of experience is ideal for comprehensive simulations, such as virtually touring a production plant or testing new machinery. Some companies use VR to present their products at trade shows, allowing customers to explore virtual production facilities and see how machines and various components operate in real-time, without any logistical difficulties.

Benefits of XR Solutions in the Manufacturing Sector

Unique and Immersive Experiences: XR is an advanced technology that offers memorable and unique immersive experiences to customers and business partners. Potential buyers can explore a product or machinery in a virtual environment rich in information and details, or see how it integrates into an existing production line easily and efficiently. An example is the mobile app we designed for our client Danieli Centro Cranes, active in the production of lifting equipment and industrial cranes.

The app contains various 3D reconstructions of products, allowing users to view the cranes in their entirety from the outside, move and rotate them to explore every side, zoom in on points of interest, and open interactive hotspots with explanatory captions. Additionally, the app allows users to maneuver the equipment themselves, simulating the hoisting and swinging of a load, thus providing an immersive and practical experience of its functionalities.

Reduction of logistical costs: A highly realistic digital product presentation helps customers make more informed purchasing decisions while reducing the logistical costs associated with physical demonstrations. This is evidenced by a recent project of ours that integrates panoramic video content and interactive 3D for VR, viewable through virtual reality headsets.

The app, developed for Nidec Asi, allows for immersive virtual tours of the company's main products, recreated and set with accurate stereoscopic 3D reconstructions. Within each panoramic view, there are hotspots for in-depth exploration, providing access to detailed technical information or revealing the internal sections of various products.

Differentiation from competitors: Companies that adopt XR technology position themselves at a higher level, demonstrating significant technological advancement, which helps them stand out from competitors and establish themselves as market leaders. This distinctive factor plays a key role with new customers and in fostering loyalty. An example of application concerns advanced software solutions we developed for Saipem.

We implemented algorithms for the simulation of sonar responses in 3D underwater environments, creating high-definition three-dimensional models of underwater drones and of the simulated plant environment. The real-time sonar simulator is used for operator training and autonomous guidance algorithm training.

In-depth exploration and understanding of products: XR not only shows environments and products in 3D, but also allows for detailed and interactive explanations of product functionalities. By virtually disassembling machinery, it is possible to see and understand processes and movements that are usually not visible.

For instance, one can observe the internal components of an engine in action, visualize fluid flow within a hydraulic system, or analyze the movement of internal mechanisms in a complex plant.