Hexagon is a global leader in measurement technologies, offering precision-driven solutions that connect the physical and digital worlds, from discrete manufacturing and reality capture to advanced positioning systems. Their innovations empower industries and cities to become smarter, safer, and more sustainable.
We designed and developed an immersive 270° theatre as the centrepiece of their Netherlands showroom. This cinematic experience showcases Hexagon’s technologies in an interactive and engaging format, aligning with the brand’s cutting-edge identity. It serves as a powerful introduction tool, equally valuable for first-time visitors and the marketing team alike.
The Hexagon 270° immersive theatre represents a breakthrough in experiential brand storytelling for the precision measurement technology sector. Located in Hexagon’s Netherlands showroom, this installation transforms complex industrial innovations into accessible, cinematic narratives that engage visitors from manufacturing, reality capture, and positioning systems industries.
As a global leader in measurement technologies, Hexagon required an immersive environment that could communicate their vision of connecting physical and digital worlds while serving both as a visitor experience and a powerful marketing asset for their international teams.
Hexagon
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Designing an Immersive 270° Theatre Experience
The challenge was to create an immersive theatre installation that could showcase Hexagon’s entire ecosystem through a single, cohesive entry point. Working across three walls with synchronised surround sound, we developed a real-time interactive system that allows visitors to explore different technological sectors at their own pace.
Our approach centred on translating highly technical innovations into visually compelling narratives. The 270° configuration creates peripheral engagement, immersing visitors in Hexagon’s vision while maintaining clarity around complex measurement technologies, manufacturing processes, and smart city applications.
Real-Time Interactive Technology and Content Design
At the heart of the Hexagon immersive theatre is a custom-developed real-time 3D touchscreen interface. This control system enables seamless content triggering across the 270° display, with visuals specifically tailored to Hexagon’s futuristic brand identity across manufacturing, geospatial, and autonomous systems sectors.
The technical architecture was designed for modularity from the outset. Beyond its permanent installation in the Netherlands showroom, the system adapts for deployment at international trade shows and flagship venues worldwide. This flexibility ensures Hexagon’s marketing teams have a reusable, high-impact storytelling tool that maintains brand consistency across global touchpoints.
Working with Ventuz real-time graphics platform and custom interactive frameworks, we ensured frame-accurate rendering and absolute colour fidelity to meet the exacting standards required for a brand built on precision measurement.
- Goals:
◦ Introduce Hexagon’s full ecosystem through a single immersive entry point.
◦ Translate complex innovations into accessible, visually compelling narratives.
◦ Enable modular deployment at international trade shows and flagship venues. - Production:
◦ Developed a 270° visual and surround sound installation across three walls.
◦ Designed a real-time 3D touchscreen interface with seamless content triggering and visuals tailored to Hexagon’s futuristic brand identity across sectors.
◦ Adapted the system for flexible use at global trade exhibitions and branded spaces. - Results:
◦ Became a central anchor point in Hexagon’s international engagement strategy.
◦ Provided teams with a reusable, high-impact storytelling tool.
◦ Set a benchmark for immersive brand environments across Hexagon locations.
Impact and Strategic Value
The Hexagon 270° immersive theatre has become a central anchor in the company’s international engagement strategy. The installation serves dual purposes: as an unforgettable first impression for new visitors and prospects, and as a demonstration environment for marketing teams to articulate Hexagon’s vision across diverse industrial applications.
By creating a flexible, modular system, we enabled Hexagon to deploy this immersive experience beyond the Netherlands showroom. The theatre now appears at global exhibitions and branded spaces, extending its value as both a storytelling platform and a benchmark for how precision technology brands can communicate complex innovations through experiential design.
This project demonstrates ex1t.one’s capability in fusing narrative design with advanced real-time technologies to create immersive brand environments that operate across multiple distances, from intimate showroom experiences to large-scale exhibition deployments.
Related Immersive Theatre Projects
Explore more immersive installations and interactive experiences from ex1t.one:
- Samsung FanFrame – Short-distance AR interactive experience
- Royal Ascot Sunpath – Long-distance outdoor immersive installation
- Virtual Studio Streaming – Infinite-distance real-time broadcast environment
ex1t.one’s Approach to Immersive Theatre Design
ex1t.one specialises in creating narrative-driven immersive experiences that bridge storytelling and advanced real-time technologies. Our work spans from intimate device-based interactions to large-scale installations, always centred on translating brand vision into environments that audiences can walk into, share, and remember.
For the Hexagon project, we drew on expertise in Ventuz real-time graphics and two decades of experience delivering immersive installations across Europe, the Middle East, and Asia. Our approach emphasises modular design, enabling brands to deploy immersive experiences across multiple venues while maintaining creative and technical consistency.