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XR: AR, VR & Mixed Reality

About

At Cinética, we develop XR solutions including augmented reality (AR), virtual reality (VR), and mixed reality (MR) for brands that need memorable, interactive, and measurable experiences. AR overlays digital content onto the real world, for example through a smartphone or tablet, and is ideal for activations where you want audiences to “discover” products, features, or storytelling without disconnecting from their surroundings. It can include filters, WebAR experiences, surface or marker recognition, and interactive layers that evolve based on user input. VR places users inside a fully digital environment using a headset. It works especially well for product demos, training programs, branded worlds, and narrative-driven experiences where you control the atmosphere and pacing. The key is designing intuitive interaction, ensuring physical safety, optimizing session length for high-traffic events, and creating an operational flow that allows many people to experience it seamlessly.

MR blends physical and digital elements in a more integrated way, with virtual objects anchored in real space and capable of interacting with the environment. This is particularly useful for advanced demonstrations or experiences where the physical space becomes part of the narrative. In all cases, Cinética handles experience design (UX), interaction development, 3D content and digital animation production, performance testing, and hardware integration including headsets, tablets, and controllers to ensure stable execution in real-world event conditions. A relevant example is the ecosystem of experiences developed around Nissan in Formula E, where technology is embedded into the user journey to transform information into participation.

WHAT’S INCLUDED?

  • Experience design (user journey, interaction, UI)
  • 3D content and digital animation production (assets, environments, overlays)
  • Development and integration (app/experience build, tracking, inputs)
  • Technical testing and calibration (performance, frame rate, stability)
  • Event operation (user flow management, technical support)

FAQ

  • When is AR a better choice than virtual reality?

    Augmented Reality (AR) is the right choice when you need low friction and broad reach. Users can participate directly from their smartphone or tablet without disconnecting from their surroundings, which makes it especially effective for booths, retail environments, large-scale activations, and campaigns focused on shareability and UGC. AR works best for adding digital layers to the real world such as 3D product visualizations, filters, scans, marker- or surface-based activations, and fast-paced experiences designed for high audience flow.

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    Virtual Reality (VR) is the better option when you want maximum immersion and full control over storytelling. The user enters a fully digital world, making it ideal for in-depth product demos, branded worlds, training programs, simulations, and emotionally driven narrative experiences. VR typically requires more on-site operation, including headset handling, hygiene protocols, and safety management, but it delivers a significantly higher level of presence and impact.

  • Can XR be used at an event without an internet connection?

    Yes. Many XR experiences can be designed to run fully offline or with minimal connectivity.

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    For events, we typically recommend an architecture that does not rely on internet access for the core interaction. The content and system logic run locally on the device or PC, ensuring stability and performance. If connectivity is required, for example for analytics, user registration, or result delivery, it can be handled through delayed synchronization or controlled local networks.

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    This approach significantly improves reliability and reduces operational risks during live events.

  • What session length do you recommend for VR in high-traffic environments?

    For high-traffic events, shorter sessions tend to be the most efficient, with fast onboarding and very clear interaction design.

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    A typical recommendation is:

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    2 to 4 minutes of effective VR experience per user, plus 1 to 2 minutes for headset placement, adjustment, briefing, and removal.

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    If the goal is to maximize the number of participants per hour, we design the VR experience with micro-missions that can be understood in seconds, clear endings, and automatic reset.

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    If the objective is a deeper experience, such as training or narrative storytelling, the session can be extended. However, we always balance throughput versus impact to ensure the right operational flow.

  • Can XR be adapted to different types of venues?

    Yes. We design XR experiences to adapt to a wide range of venue conditions, including lighting, noise levels, available space, audience flow, and installation constraints.

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    The key is defining from the start:

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    • The appropriate format, whether AR, VR, or MR
    • A safe interaction area and user flow
    • Power and operational requirements
    • The level of environmental control

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    For example, if the venue has strong ambient lighting, we adjust visuals, tracking systems, and UI accordingly.

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    In VR experiences, we also account for physical safety by defining clear boundaries and supervision protocols, while ensuring efficient operation for live events.

  • What deliverables can be reused for future activations?

    In most cases, we deliver reusable assets that allow the experience to be reactivated without starting from scratch. These may include:

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    • Final build of the AR, VR, or MR experience ready to run on the target hardware
    • 3D assets and digital animation files, including models, textures, rigs, animations, and audio
    • UI and UX components, such as screens, flows, and layouts
    • Operational documentation covering setup, calibration, checklists, and troubleshooting
    • Technical specifications outlining recommended hardware, dependencies, and software versions
    • Optional analytics packages or usage logs to measure performance and engagement

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    This approach makes reuse and iteration much easier. Content can be updated, branding can be adapted for new campaigns, or the experience can be deployed in a different venue while maintaining the core technology framework.