For LG Spain, the goal was to present their industrial air conditioning systems, specifically the Multi V series, to shareholders and the press. However, the logistical challenges of physically moving and demonstrating the large and complex devices on stage presented significant obstacles. Transporting these heavy systems involved expensive mechanisms, insurance complications, and risk of damage, making the traditional stage setup impractical.
To overcome this, we developed a holographic stage presentation, where a virtual 3D model of the air conditioning units could be displayed, manipulated, and explored without the need for physical devices. The real-time and non-linear presentation allowed the speaker to control the content from a touchscreen interface, modulating the pace of the show and focusing on specific features of the device as needed. Ventuz was used as the real-time engine, allowing for smooth interactions and transitions throughout the presentation.
In 2011, LG Spain needed to present its Multi V industrial air conditioning series to shareholders and the industry press, but the physical product created an immediate problem. The Multi V units are large, heavy, and complex engineering systems. Transporting them to a presentation venue required expensive specialist equipment, significant insurance coverage, and entailed a genuine risk of damage to the units. Putting industrial HVAC equipment on a stage in a way that communicated its technical sophistication to a non-specialist audience was, in any case, an inherently limited proposition.
ex1t.one’s solution replaced the physical product entirely with a Pepper’s Ghost stage presentation: a virtual 3D model of the Multi V units, displayed at scale on stage, fully manipulable in real time by the presenter via a touchscreen interface. The result was a product demonstration that showed more than any physical display could – with complete freedom to rotate, section, and explore the engineering at any pace the presenter required, without a single unit leaving the warehouse.
LG
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Real-Time Touchscreen Control: A Non-Linear Presentation Driven by Ventuz
The presentation was built in Ventuz, a real-time rendering engine that enables complex 3D content to be driven live without pre-rendering or fixed-sequence constraints. This was essential to the non-linear format of the LG presentation: rather than playing a fixed video around which the speaker narrated, the presenter had direct control over the content at every moment via a touchscreen interface on stage.
This meant the presentation’s pace could be modulated in real time in response to the audience. If a particular feature generated questions, the speaker could dwell on it, rotate the model to show a specific angle, or isolate a component for closer examination – all without breaking the visual flow of the presentation. If the audience was clearly tracking well, the presenter could move through sections at speed. The content served the speaker rather than dictating to them, which is the critical difference between a conventional product video and a genuinely interactive stage presentation.
Sound and lighting design were integrated into the system to create a coherent sensory experience throughout. The visual manipulation of the 3D model was reinforced by audio and stage lighting responses, giving the presentation the production quality of a major product launch rather than a technical briefing.
Solving the Logistics Problem: No Transportation, No Insurance, No Risk
The logistical case for the Pepper’s Ghost approach was as compelling as the experiential one. Industrial air conditioning systems at the scale of the LG Multi V series are not practical stage props – they require specialist transport, rigging, and handling; they occupy significant floor space; they present insurance and liability considerations at every venue; and they are vulnerable to damage in transit in ways that make repeated use across a touring presentation schedule genuinely costly.
The virtual 3D model eliminated all of these constraints simultaneously. The entire presentation infrastructure fits into standard flight cases. Setup time at each venue was a fraction of what a physical product demonstration would require. There was no transport risk, no insurance complications, and no limitation on which venues could host the presentation due to floor loading or access dimensions.
For LG Spain’s marketing team, this represented not just a better presentation but a fundamentally more practical and cost-effective way to take the Multi V series to market across a series of events – a consideration that became increasingly significant as the approach was subsequently adopted and expanded.
From Spain to Asia: LG’s Korean Delegation Adopts the Solution Globally
The presentation delivered a 28% increase in professional newsletter subscriptions – a direct measure of the quality of engagement it generated among the shareholders and industry press audience. Beyond the metrics, the response from within LG’s own organisation proved equally significant.
LG’s Korean delegation, present at the Spain event, was sufficiently impressed by Pepper’s Ghost approach that they took the solution back to LG’s headquarters and initiated its adoption for future events across Asia. What began as a practical response to a logistics challenge for a Spanish product launch became the foundation for a presentation methodology used by one of the world’s largest consumer electronics companies across an international event programme.
This outcome – a local solution becoming a global standard within a major client’s organisation – reflects the kind of results that are only possible when a presentation approach is genuinely better than the alternative, not just visually different from it.
- Goals:
◦ Showcase large products dynamically and in detail without logistical constraints.
◦ Engage shareholders and industry professionals with innovative storytelling. - Production:
◦ Developed holographic stage content featuring real-time visuals controlled by gestures and a touch interface.
◦ Integrated sound and lighting design for a cohesive sensory experience. - Results:
◦ 28% increase in professional newsletter subscriptions.
◦ Increased audience attention and engagement.
◦ The innovative approach not only solved the logistical issues but also impressed LG’s Korean delegation, which led to the adoption of this holographic solution in their future events across Asia.
Related Stage and Interactive Product Presentations
Explore more stage and interactive product presentations from ex1t.one:
- Hexagon 270° Immersive Theatre – Real-time interactive showroom experience in the Netherlands
- Samsung Galaxy S23 Ultra FanFrame – Live stadium LED fan activation with 92% brand recall uplift
- Inditex Global Marketing Platform – Real-time data-driven interactive platform deployed from Arteixo to worldwide
ex1t.one’s Approach to Stage Product Presentation
ex1t.one designs stage presentation systems for product launches, shareholder events, and industry briefings where physical display is impractical, insufficient, or simply less effective than a well-designed interactive visual alternative. The LG case is a clear example of the approach: identify the real constraint, design a solution that removes it entirely, and build a presentation experience that is measurably better than what the physical product alone could deliver.
Our use of Ventuz as a real-time rendering engine across multiple projects gives presenters genuine control over their content in the moment rather than locking them into a fixed sequence. This is a fundamental shift in the relationship between a speaker and their supporting visual material – one that consistently produces better audience engagement than pre-rendered video, because the presenter can respond to the room rather than the room having to respond to the presenter.
For further context on real-time rendering and interactive presentation technology, visit the Ventuz Technology resources at ventuz.com.