red dot: grand prix: “Showroom 2.0” by people interactive GmbH, Cologne, Oliver Irschitz, Peyote® cross design concepts, Vienna

For the French sociologist and cultural critic, Jean Baudrillard, post-modernism and with it the end of history was the dominant magic formula of the 1980s. Civilisation was stagnating and events were, if at all, only taking place as simulations on screens; that was his dark prognosis. In short: reality was vanishing behind the illusions of omnipotent media and could not be distinguished from its own simulation any more.

How a simulation can turn reality today into a true and sensual-emotional experience, however, is demonstrated by the Showroom 2.0 multimedia terminal. This real-time 3D application acts as interface between real and virtual space. The customer uses a touchscreen, which simulates numerous details about vehicles including their driving feel, in addition haptic control elements in the shape of model cars and colour options allow users to configure the personal car of their dreams. Combining virtual media with real elements, the intuitive navigation of the terminal offers a new, innovative experience of the product – in addition, the customer is included in a playful manner in the consulting process.


people interactive on “Aesthetics for the simulation of product worlds”:
Thanks to modern technologies we are today able to develop applications which increase the brand experience many times over. We stage products between the poles of real and virtual space. The borders of what can be perceived with the senses in virtual space are suspended by the integration of haptic elements. Sensory experience and haptics are combining with the possibilities of simulation in virtual space resulting in a completely new dimension of product presentation. The playful tactile incorporation of the customer creates a very emotional brand experience in the dialogue between product and customer.

The Cologne-based agency for digital corporate communication “people interactive” was founded by the two managing directors Martin Esser and Stephan Mosblech in 1999. They currently have 35 staff and their clients include Deutsche Telekom, T-Punkt Vertriebs-gesellschaft, Lanxess, Poppenpohl, Pernod Ricard and Zott. people interactive offers services in the areas of consulting, conception, design, development and production for digital corporate communication and has received several prizes in international competitions. The Showroom 2.0 team includes Martin Esser, Freia Schwertfeger and Dario Korati.