INFRABUILD: SENSE 600 IN AR + VR
A VR lift ride and a tabletop AR experience that show the construction industry how InfraBuild’s SENSE 600 steel builds more with less: less material, lower carbon and no change to how projects are designed.
Client: InfraBuild
Location: Brisbane, Australia (Future of Construction Summit, FCON26)
THE CHALLENGE
Selling a better steel no one ever sees
Reinforcing steel holds up almost every building, bridge and road in Australia, yet once the concrete is poured, nobody sees it.
InfraBuild’s new SENSE 600 steel is made in Australia from 100% recycled scrap, and it’s stronger, so projects need less of it to do the same job. That means less material to transport and handle, and lower embodied carbon. At a busy trade show, InfraBuild had only a few minutes with each visitor to make that case, and needed it to stay with them long after they left the stand.
THE IMMERSIVE IDEA
Two mediums, one message: build more with less
We built two experiences that teach in different ways. VR shows the big picture: the steel hidden inside a city, and what changes when it’s SENSE 600. AR explains the detail: what makes the product different and what it saves on a real project.
WHY XR?
Standing inside the building
VR puts visitors inside a real building under construction, where they feel the height, see the columns around them and watch the steel appear inside the concrete. AR puts the building on the table in front of them, so they can explore it and talk it through with InfraBuild’s team. One experience draws people to the stand, and the other turns their interest into a conversation.
INSIDE THE EXPERIENCE
From the lift shaft to the skyline
In VR, visitors take a ride up through a building under construction, and learn SENSE 600’s benefits one by one on the way up. Then their nerves are put to the test at the top, looking out from the tallest point in Brisbane. We rebuilt the city by combining Google’s photorealistic 3D map tiles with detailed modelling in Blender, so the view feels real enough to make knees wobble. Up here, the case for SENSE 600 opens out to the scale of a whole city.
AR tells the same story at the visitor’s own pace. Several people can explore it at once, which helps the stand handle more traffic and gives every visitor a clear look at what SENSE 600 saves on a real building.
THE IMPACT
Product education at city scale and tabletop scale
Together, the two experiences immerse visitors fully in the product, so they see exactly where SENSE 600 is used and why it matters: up to 16.7% less material and lower embodied carbon.
Let’s Build Something Bold Together
At Catalyst VR, we specialise in helping organisations turn complex ideas into simple, unforgettable immersive experiences. Whether it’s engaging future engineers at an airshow or transforming your product into an interactive demo, our team is ready to bring your vision to life through expert Virtual Reality Development and strategic Virtual Reality Marketing.
Ready to explore what’s possible in VR?
Let’s talk.
