What is a Virtual Showroom & How do you Create One? | 3D Walkabout

What is a Virtual Showroom?

A virtual showroom is essentially a digital twin of a physical showroom. Put simply, they are created by 3D scanning the real-world physical space, resulting in an online representation that customers can explore, learn about products, and make purchases.  Unlike traditional e-commerce websites (that often rely on static images and text descriptions), virtual showrooms use things like 3D rendering, augmented reality (AR), and virtual reality (VR) to create dynamic and interactive shopping experiences.  From visualising furniture in a virtual living room to trying on virtual clothing using AR, virtual showrooms offer unrivalled levels of immersion and interactivity that traditional online shopping simply can’t compete with.

Technologies Powering Virtual Showrooms

Virtual showrooms rely on a variety of mixed reality (MR)-based technologies to deliver immersive and interactive experiences to consumers.  Let’s look at a few of the key players powering virtual showrooms.

WebGL

WebGL, also known as Web Graphics Library, helps with the rendering of 3D graphics in web browsers without the need for plugins. It uses its GPU to deliver hardware-accelerated graphics, allowing for a much smoother and more immersive visual experience within web-based applications.

Three.js

Three.js is a lightweight JavaScript library built on top of WebGL, providing a higher-level interface for creating and displaying 3D graphics in web browsers. It essentially simplifies the process of developing interactive 3D content, making it accessible to a broader audience of developers and designers.

PlayCanvas

PlayCanvas is a web-based game development platform and engine that enables the creation of interactive 3D content directly within web browsers. It offers a comprehensive set of tools for building and publishing games, simulations, and interactive experiences, making it a great partner for virtual showroom development.

Zapper

Zapper is an AR platform that allows developers to create interactive AR experiences using smartphone cameras. It supports marker-based and markerless AR, meaning users can overlay digital content onto the physical world, enhancing the immersive nature of virtual showrooms.

Unity

Unity is a cross-platform game engine and development platform that provides a robust set of tools for creating interactive 2D and 3D experiences. It supports various platforms, including desktop, mobile, and VR devices, making it suitable for virtual showroom development across a wide range of devices.

Unreal Engine

Unreal Engine, developed by Epic Games, is a powerful game engine and real-time rendering platform widely used for creating immersive 3D experiences. It’s one of the best software engines for rendering features, visual scripting tools, and extensive asset libraries, making it a popular choice for developing incredibly realistic virtual showrooms and simulations.

Steps to Create a Virtual Showroom

Plan and Set Realistic Goals for Your Showroom

Start by getting clear on what you want your virtual showroom to achieve and who your target audience is.  Think about how you want users to move through the space and interact with your products. Sketch out ideas or use digital tools to map out the layout and features. It’s like planning the layout of a store, but in a digital space.  This stage is all about making sure you have a solid plan before diving into the actual building process.

Start Digitally Replicating Your Assets

Next up is creating or finding the products, models and/or features that will populate your virtual showroom. This means getting 3D models of whatever you’re sellng, and the environment they’ll be in.  You want these models to look as realistic as possible, so pay attention to details like textures and lighting. You might also want to add in extra bits like animations or sound effects to make the experience more immersive.

Build and Developing Your Showroom

Now it’s time to bring everything together and start building your virtual showroom.  You’ll need to choose the right tools and platforms for the job. Then, think about adding interactive elements that will let users explore and interact with your products.  For example, let’s say you’re creating a virtual furniture showroom. You could use 3D modelling software to design realistic furniture models and then integrate them into a virtual environment using platforms like Unity or Unreal Engine.  Then, you could add interactive features such as the ability to change fabric textures, adjust furniture placement, or even virtually “sit” on chairs to get a feel for comfort.

Finishing Touches and Launching

Once your virtual showroom is built, it’s time to launch it into the world. This means finding somewhere to host it so that people can access it online. You’ll also want to make sure it works well on different devices, like phones, tablets, and computers.  Keep an eye on how people are using your showroom and be ready to tweak things based on their feedback. It’s all about making sure the experience is as smooth and enjoyable as possible for your users.Take a look at our full guide to creating a virtual showroom.

Which Brands Are Using Virtual Showrooms?

Let’s take a look at some of the brands that are using virtual showrooms. 

• Diesel: The Italian clothing brand Diesel launched its own digital showroom called Hyperoom. This 360-degree showroom allows fashion buyers to immerse themselves in remote buying and improve the entire ordering process.
• IKEA: The renowned furniture retailer IKEA incorporated VR technology with its IKEA VR Experience. Users can virtually navigate through various kitchen models, adjusting colour schemes and cabinet arrangements.
• Mercedes Benz: This luxury car brand has a virtual showroom that provides an interactive experience for potential buyers. Customers can explore different car models, customise features, and even take virtual test drives.
• H&M: H&M partnered with DEPT and Journee to launch its first virtual showroom. In this digital space, buyers can virtually browse H&M’s latest collections, view clothing items, and assess their quality. Basically, the showroom replicates the physical experience of exploring racks and displays.

How Much Does it Cost to Design and Develop a Virtual Showroom?

The cost of creating a virtual showroom is always going to vary depending on several factors. This includes the showroom’s complexity, animations, and level of interactivity.  For a full VR experience, prices typically range from $20k to $50k. More complex VR projects with mini-games can exceed $250k.  Alternatively, Matterport showrooms offer a more budget-friendly option at $1 + GST per sqm, although they lack interactivity and VR capabilities.

Can You Merge a Virtual Showroom with an Existing Online Store?

Yes, a virtual showroom can be connected to your existing online store.  The showroom can be launched directly from your website, allowing your audience to explore products and make purchases within the virtual environment. Orders placed in the showroom are automatically added to the user’s cart on your online store. Plus, your showroom can piggyback your backend systems, allowing for more personalised experiences and even video chat-based guided tours with sales agents.

Conclusion

Virtual showrooms offer potential customers a far more immersive, interactive and arguably convenient way to shop and explore the brand’s offerings in a virtual space. The ability to visualise products in 3D, customise options, and even virtually try them before making a purchase enhances the overall shopping experience and builds consumer confidence. With more big brands opting to use virtual showrooms to showcase their products, the trend towards digital retail experiences is likely to continue growing.  As technology advances and virtual showroom capabilities expand, the possibilities for enhancing the online shopping journey look very exciting. 

Virtual showrooms provide immersive, interactive shopping experiences, offering a modern alternative to traditional retail

3D scanning creates realistic digital replicas of physical spaces, enabling customers to explore products from anywhere

Technologies like WebGL, Unity, and AR enhance visual and interactive elements, boosting engagement

Virtual shopping allows users to customise products, visualise items in real-life settings, and make informed decisions

Brands like IKEA, Mercedes-Benz, and H&M are leveraging virtual showrooms to transform their customer experience

Costs vary widely, with full VR experiences starting around $20k, while simpler Matterport solutions are more affordable

Virtual showrooms support accessibility across devices, ensuring users enjoy seamless interactions on phones, tablets, and desktops

The growing demand for convenience and personalisation is driving the adoption of virtual showrooms in diverse industries